MICROSOFT WINDOWS NATIONAL MALL TOUR

Windows Me was the first Windows product marketed to consumers only, so we needed make the product be clearly consumer-friendly.

We had to showcase its features as being innovative, easy to use, convenient and fun, and thus drive upgrades.

• We decided to leverage key MS partnerships to demonstrate individual Windows Me capabilities, and do it through a high-touch vehicle – a nationwide experiential tour where we’d put a human face on the product, drive WOM, and integrate with other channels.
• A partner-inclusive promotional program featured Windows Me, OEMs and other partners in an interactive multi-media attraction in 25 cities.
• The Meet Me Tour was the largest interactive mall tour in the United States to that date.
• We designed and fabricated three identical tour sets that canvassed the US – each activating each weekend for 10 weeks straight!
• Each tour included 30 computers and monitors, and each region was sponsored by an OEM — HP in the West, Compaq in the Midwest, IBM in the East.
• 385,000+ visited the tour…154% of goal; our sweepstakes overlays saw 1,200,000+ total registrations, and we handed out 450,000+ collaterals and premiums!