Windows7 Launch Case Study

Windows 7 Launch Word-of-Mouth Marketing Program

© Ivy Worldwide, Inc.

Program Objectives

Objectives:

• Stimulate discussion and awareness of unique Win7 launch events

• Demonstrate brand and product advocacy

• Drive store visits to encourage on-the-spot purchases

Strategies:

• Recruit influential voices within local markets to drive pre- and post-event discussion and awareness of Win7 launch

• Promote content creation and propagation during events

• Extend the MSFT and HP brands by assisting in repurposing of influencer-generated content


Program Outline

Promoting product discussion and endorsement


Phase I: New York City • Launch party w/ tech enthusiasts • Store visits and giveaways

Phase II: NBA store visits • Local sports bloggers • Sweepstakes

Social media metrics

• 19 websites engaged

• 11.5+ million aggregate monthly uniques

• 29 blog posts

• 130+ comments

• 85 photos

• 15,500+ Twitter followers

• 3000+ tweets on “#win7tour”

• 3800 Facebook friends


Phase I: New York City

“On Friday, together with representatives from HP and Microsoft, we’ll be visiting several retail locations around New York City where we will demo some of the latest HP devices designed especially for Windows 7. This is a great opportunity to meet some of the folks behind the blogs you read daily, and it’s also a great opportunity to ask HP and Microsoft any questions that you might have about Windows 7 ”


- ChipChick.com


“ Here’s a rough itinerary of where I’ll be over the next few days; if you are in the New York or Washington DC areas, come out and say hi!

Thursday night party at Marquee Club In Chelsea: Club address: 289 10th Ave, Between 26/27th in Chelsea Friday – Store Visits in NYC: Staples 10am-4p 5-9 Union Square Street Office Depot 10am-4pm 1441 Broadway @ 41st Best Buy 1pm-7pm 60 W 23rd Street Best Buy 1pm-7pm 1280 Lexington Ave. Best Buy 1pm-7pm 1880 Broadway Saturday – Washington DC NBA Visit: I’ll update where we’ll be as soon as I know. Sunday – NYC Store Visit to B&H Photo: Late morning/afternoon – I’ll keep you posted”


- GearDiary.com


“I’ve been hanging out with some great tech bloggers in New York for the launch of Windows 7 for the past few days. HP is giving away notebooks, TouchSmart PCs, gift cards and more at several retail stores in Manhattan. We’ve seen several New Yorkers win prizes at the stores”


- GottaBeMobile.com

Right: Avatars of participants

on initial day of #win7tour Twitter conversations, encompassing 446 tweets initiated by 11 influencers

Twitter


Facebook

Andru Edwards of GearLive.com carries on Facebook conversations with thousands of his Facebook friends, letting them know he is in NYC for the launch of Windows7 and where they could meet him at every hour of the day


Facebook

Judie Lipsett of GearDiary.com provides Facebook status updates during the Windows7 launch in NYC; all pertain to Windows7, HP and store visits occurring in NYC. Her principal Facebook status post: “Windows 7 comes in family packs! About time!”


Influencer Quotes - NYC


This weekend in New York City, ChipChick and a group of fellow tech bloggers took to the streets of New York City to spread some Windows 7 launch cheer. Well actually, we didn’t spend all that much time in the street, but we visited several Best Buys, Office Depot and Staples. At each location customers were able to enter to win prizes from HP on the spot. It was so much fun watching people win prizes!

- ChipChick.com

With the launch of Windows 7, Microsoft has taken to the streets of New York City and throughout the rest of the country with a series of launch events.

- BleepingComputer.com

I’ve been hanging out with some great tech bloggers in New York for the launch of Windows 7 for the past few days. HP is giving away notebooks, TouchSmart PCs, gift cards and more at several retail stores in Manhattan. We’ve seen several New Yorkers win prizes at the stores.

- Notebooks.com

http://www.chipchick.com/2009/10/meet-chip-chick.html



“Thanks to a partnership between the NBA, HP and Microsoft to promote the launch of the much-anticipated Windows 7 operating system, you just might have that chance. Fans will also have the opportunity to enter a sweepstakes giving them a shot at two tickets to a 2010 NBA playoff or NBA Finals game, as well as chance to win one of seven HP computers complete with Windows 7 Home Premium.”

All cities

Phase II: NBA Player Appearances


- BleacherReport.com

Los Angeles



- Rashad Mobley, HoopsAddict.com

“This Saturday, December 5th, I will be in Los Angeles to interview NBA Hall of Famer, Kareem Abdul-Jabbar, who will be appearing at the Best Buy in conjunction with NBA.com and HP.

Also, HP is giving away two tickets to a 2010 NBA playoff or finals game and an HP computer equipped with Windows 7 Home Premium. This contest ends on Friday, so go here for details. For more details on Kareem’s appearance or for directions, you can go here. See you in Los Angeles.”

http://kareemabduljabbar.com/



http://www.nba.com/

http://hpwin7launch.gmrmarketing.com/products.aspx

http://hpwin7launch.gmrmarketing.com/

http://hpwin7launch.gmrmarketing.com/schedule.aspx

Houston “Thanks to an NBA, Best Buy, HP and Windows partnership, I interviewed Hall of Fame guard Clyde Drexler Sunday afternoon. I will post the full transcript of our 16-minute conversation later this week. Sequestered in a back room of the Galleria-area Best Buy, Clyde Drexler autographed Houston Rockets items as he spoke in his unmistakable timbre.



- Robert Kleeman BleacherReport.com

http://bleacherreport.com/nba


New York City

“New York Knicks legend and Hall of Famer Earl Monroe will be appearing at the Best Buy located in New York City thanks to a partnership between the NBA, HP, and Microsoft. Monroe and other NBA legends throughout the nation are providing assists in promoting the launch of Microsoft’s highly anticipated Windows 7 operating system. Fans in attendance will not only be able to meet and greet Earl Monroe for an autograph, but also have the opportunity to enter sweepstakes making them eligible to win great prizes such as NBA tickets or a brand new HP computer complete with Windows 7 Home Premium.”


- Keith Schlosser BleacherReport.com


New York City

Keith Schlosser, reporter for New York-area sports at BleacherReport.com, posted all photos from the interview on Facebook to inform his friends of the HP-Microsoft-Best Buy-NBA partnership in promotion of Windows 7



Philadelphia

“I had the great pleasure of chatting with the former Sixers’ star on Sunday afternoon at Best Buy in South Philly. Most well known for his backboard shattering antics and his penchant for nicknaming dunks, Dawkins was helping promote a joint marketing campaign for HP and Windows 7.”


- Enrico, The700Level.com




Atlanta


- Justin McTeer BleacherReport.com

Atlanta, GA – “Thanks to a partnership with the NBA, HP, and Microsoft, Dominique Wilkins was at a local Atlanta Best Buy on Saturday to meet with fans and help promote the launch of Windows 7.

As a local BleacherReport.com writer, I had the chance to sit down with Dominique and (with Windows 7 in mind) ask him seven questions about his NBA legacy, the NBA today, and how he would fair in today's game.”

Atlanta

Dominique Wilkins Interview at Windows 7 Launch Event - Justin McTeer, BleacherReport.com



http://www.youtube.com/watch?v=ykyR072d-ws





Chicago

“As you may have heard, I'll be interviewing former Bulls guard B.J. Armstrong on Saturday afternoon. He'll be appearing at the Best Buy on North Ave. from 1-3 to take pictures and sign autographs. Feel free to stop by”


- TremendousUpsidePotential.com


Washington DC On Saturday from 1:30-3 pm at the Potomac Yard Best Buy in Alexandria, NBA great and Georgetown alum Eric “Sleepy” Floyd will be making an appearance. The event is in conjunction with the NBA’s relationship with HP and the launch of Windows 7. Other former NBA stars will be making appearances at Best Buys across the country … Kareem Abdul-Jabbar in Los Angeles, Clyde Drexler in Houston, Earl Monroe in New York, Dominique Wilkins in Duluth, GA, B.J. Armstrong in Chicago … You can click here for the full schedule. There’s also a sweepstakes where you can win tickets to an NBA Playoffs or Finals game, or a new HP computer.


- TruthAboutIt.net






You can meet the Chicago sports legend when he helps HP computers promote their new product line featuring Windows 7 this Saturday, 1-3 p.m., at the Best Buy at 1000 W. North Ave. Armstrong will be available to sign autographs and take photos

- Gapers Block, Tailgate – All Chicago Sports

Influencer Quotes - NBA


HP, Windows 7 and Best Buy have teamed with the NBA to give fans a chance to win two tickets to a 2010 NBA Playoff Game or one of seven HP computers equipped with Windows 7 Home Premium being offered each week during this seven week contest. - Sports Then and Now

Come spend Halloween with ex-Chicago Bull great B.J. Armstrong. He will be at the Best Buy store at 1000 W. North Ave from 1:00 pm to 3:00 pm on Saturday (October 31), taking pictures with fans and customers alike. He will be there for the launch of Windows7, with HP and Microsoft. - Chicago Sports Then and Now

Business

Windows7 Launch Case Study