Microsoft Drums Up Attention for New Phone Platform With Free Concerts, Cross-Country Tour

November 17, 2010

In a bid to increase its presence in the saturated smartphone market, Microsoft launched its new platform Windows Phone 7 with a marketing campaign and integrated consumer launch on November 8, which included a mobile tour with reality TV show host Rob Dyrdek and actress Minka Kelly and free concerts in New York and San Francisco. Centered around print, digital, and TV ads that poke fun at what the tech giant has dubbed "bad mobile phone behavior," the promotion sought to bring customers into stores to try out the new software.

"The campaign is built on a consumer insight that we believe will really resonate with people: As a society, we're spending more time heads down in our phones than interacting with the people we're sitting right in front of," said a Microsoft spokesperson. "Our goal is to start a conversation that puts the different approach that we took with the phone in context. Windows Phone 7 is designed to bring together what you care about most, easier and faster."

With an eye to underscoring the integrated Zune software (Microsoft's answer to Apple's iPod) in Windows Phone 7, as well as other new features, the corporation partnered with Nashville-based sponsorship and fulfillment agency MAC Presents to host two music-focused events the same day the phones using the platform were available in stores. Fans could pick up the free tickets to the performances—Katy Perry in New York and Maroon 5 in San Francisco—in select AT&T stores, driving potential consumers into the retail outlets, where store associates demonstrated the new software. The point was to show off the ease of using the technology, and the user-friendly and efficient apps that would prevent the so-called bad behavior.

To give that idea more weight, a five-city tour dubbed the "Really Rally Road Trip" put Windows Phone 7 to the test, taking Dyrdek and Kelly on the road with the devices so they could use functions like Bing Maps and Twitter to explore cities like Chicago, Las Vegas, and Manhattan, Kansas, as well as point out consumers with bad phone behavior.

Photo: Courtesy of Microsoft

On November 8, Microsoft launched its Windows Phone 7 platform stores throughout the U.S. and enabled consumers to test phones operating with the new software at AT&T and T-Mobile stores.

Photo: Courtesy of Microsoft

To get more consumers into stores on the day of the launch, Microsoft's marketing initiative also included giving away free tickets to private concerts in New York and San Francisco, which both took place in the evening.

Photo: Courtesy of Microsoft

Katy Perry performed at the Roseland Ballroom for the New York concert, singing from a stage decorated with oversize lollipops and other candy-colored decor.

Photo: Courtesy of Microsoft

Maroon 5 was the band for the San Francisco concert, which brought hundreds to West Coast music venue the Fillmore.

Photo: Courtesy of Microsoft

Both concerts were used by Microsoft to further engage consumers and introduce the different functions of its Windows Phone 7 platform.

Photo: Courtesy of Microsoft

The software giant also launched a mobile campaign dubbed the "Really Rally Road Trip" the day of the Windows Phone 7 debut, a tour that involved reality TV host Rob Dyrdek and actress Minka Kelly traveling to different cities across the country.

Photo: Courtesy of Microsoft

The tour was designed to show off the features of Windows Phone 7 and underscore the ad campaign highlighting bad phone behavior. Dyrdek and Kelly made a number of stops, including Chicago (pictured), Las Vegas, and Manhattan, Kansas.

Photo: Courtesy of Microsoft