Product Sampling & Promotion

Windows Consumer Group

In follow-up to the successful launch of Softwear by Microsoft and a newly formed partnership with Common, the Windows group wanted to build an event that leveraged that momentum to connect Windows to the young professional segment 25-44. Armed with data about these young achievers, Windows determined that a benefit concert would be an ideal way to connect to the segment.  Pre-negotiating a partnership with VH1 Save the Music Foundation and Hard Rock Café, Frontline was then engaged to build the event from start to finish.

• Strategy and planning on how to best message and activate within budget parameters.
• Manage partner relationships internally and externally to produce an event where every one wins.
• Prepare activation plan and execute all facets of event negotiation and production including:
Event name & messaging, presentation video, post event video recap, event promotion and POS, Ticket pricing and sales, radio advertising and promotion, lifestyle and social marketing, celebrity outreach, PR Support, photographers, videographers and brand ambassadors, Microsoft experience lounge design, pre/post event survey development & execution, talent management, on-site set up, management and tear-down.

• Ideated “Musicology 101 – Celebration of Technology & Music” as event name and mantra.
• 15% increase in donation to VH1 Save the Music Foundation realized through sold out venue at LA Hardrock, their first ever.
• Over 1200 consumer experienced the Windows Brand:
• 97% reported learning something new about Windows.
• 56% reported increased awareness of the range of Windows capabilities.
• 60% reported likelihood of purchasing a Windows PC within 12 months.
• Efforts yielded over 22 million media impressions.