David Merzel, Microsoft Country Manager Retail Sales Marketing Microsoft Belux

Background & Goals Close Contact Marketing Results

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Welcome to the New Consumer Era !

Personalized Anywhere, Anytime

Pre-PC Era
(1980)

PC Era (1995)

Internet Era (2000)

Consumer Era (Today+)

Informed Choice
Connected

Welcome to the New Consumer Era !

Personalized Anywhere, Anytime

Informed Choice
Connected

Welcome to the New Consumer Era !

Personalized Anywhere, Anytime

Pre-PC Era
(1980)

PC Era (1995)

Internet Era (2000)

Consumer Era (Today+)

Informed Choice
Connected

Welcome to the New Consumer Era !

Personalized Anywhere, Anytime

Pre-PC Era
(1980)

PC Era (1995)

Internet Era (2000)

Consumer Era (Today+)

Informed Choice
Connected

Whats KINECT ?

Launch : 11 Nov 2010

Games

Interface/Entertainment

Recognizes: Movements, voices, facial expressions

7 Communication

What were the Marketing Objectives ?

Grow CORE

Audience Expansion

Transform Entertainment

Background & Goals Close Contact Marketing Results

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Kinect : Marketing Tactics

TV/Online Campaign PR Campaign

Press, Partners, Consumers, Retail, Rsp, Early adaptors, employees (Trail/demo/training)

Retail demo tour on MSN Kinect mini site, uploads user generated content MSN and Facebook

Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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The Experience in the LOFT

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Keep it simple, social, and FUN

Trial, Trial, Trial

Make it visual, make it viral

Engagement & Enchantment Memorable Experience

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Retail: In May week 19/20, we will have national momentum in Belgium with Kinect as incentive
- Nationale introductie campagne in Belgie. - Big Bang at shop floor in ca. 700 grotere winkels via Displays, Totems, Info Points, ... - Actie ondersteund via TV tag-on (ca. 250 GRPs) en online bannering. - Tik unieke wincode van de can in op www.rexona.be en kijk of u n van de X Kinects heeft gewonnen.

Activatie ondersteund met TV tag-on, website, Yunomi

Mara Improve, shorten content with support from Hans

Schools

BLOG

Share Close Combat Marketing

Press

Assoc.

Twitter

Improve Society.
Drive Local Innovation

Health

Improve Society

Education

Vitality
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Background & Goals Close Contact Marketing Results

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4 months since launch

Innovative & Creative Approach

Belgium

N1 Worlwide
Top Sub of the YEAR

David Merzel Thank YOU !