David Merzel, Microsoft Country Manager Retail Sales MarketingMicrosoft Belux

2

Background & Goals

Close Contact Marketing

Results

Background & Goals

Close Contact Marketing

Results

Pre-PC Era(1980)

PC Era(1995)

Internet Era

(2000)

Consumer Era(Today+)

Welcome to the New Consumer Era !

Connected

Informed Choice

Personalized

Anywhere, Anytime

Welcome to the New Consumer Era !

Connected

Informed Choice

Personalized

Anywhere, Anytime

Pre-PC Era(1980)

PC Era(1995)

Internet Era

(2000)

Consumer Era(Today+)

Welcome to the New Consumer Era !

Connected

Informed Choice

Personalized

Anywhere, Anytime

Pre-PC Era(1980)

PC Era(1995)

Internet Era

(2000)

Consumer Era(Today+)

Welcome to the New Consumer Era !

Connected

Informed Choice

Personalized

Anywhere, Anytime

7

What’s KINECT ?

Interface/Entertainment

Communication

Recognizes: Movements, voices, facial expressions

Games

Launch : 11 Nov 2010

8

What were the Marketing Objectives ?

Grow CORE

AudienceExpansion

Transform Entertainme

nt

Awareness

Trial Engagement

9

Background & Goals

Close Contact Marketing

Results

Background & Goals

Close Contact Marketing

Results

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

content MSN and Facebook

TV/Online Campaign – PR Campaign

Press, Partners, Consumers, Retail, Rsp, Early adaptors, employees

(Trail/demo/training)

Kinect : Marketing Tactics

Awareness Trial Engagement

12

Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

13

Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

14

Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

15

Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

16

Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

17

Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

18

Kinect Loft, The Big Idea for Kinect.

19

Kinect Loft, The Big Idea for Kinect.

20

Kinect Loft, The Big Idea for Kinect.

21

Kinect Loft, The Big Idea for Kinect.

22

Kinect Loft, The Big Idea for Kinect.

23

Kinect Loft, The Big Idea for Kinect.

24

Kinect Loft, The Big Idea for Kinect.

25

Kinect Loft, The Big Idea for Kinect.

26

Kinect Loft, The Big Idea for Kinect.

27

Kinect Loft, The Big Idea for Kinect.

28

Keep it simple, social, and FUN

The Experience in the LOFT

Trial, Trial, Trial2 31

Make it visual, make it viral3Engagement & EnchantmentMemorable Experience4

Retail: In May week 19/20, we will have national momentum in Belgium with Kinect as incentive

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 GRP‘s) en online bannering. - Tik unieke wincode van de can in op www.rexona.be en kijk of u één van de X Kinects heeft gewonnen.

Activatie ondersteund met TV

tag-on, website, Yunomi

Mara Improve, shorten

content with support from

Hans

Share Close Combat

Marketing

Schools

PressAssoc.

Twitter

BLOG

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ImproveSociety

Drive Local Innovation

Education

Vitality

Health

Improve Society.

33

Background & Goals

Close Contact Marketing

Results

Background & Goals

Close Contact Marketing

Results

4 months since launchOUR BIGGEST YEAR

EVER

Innovative & Creative Approach

Belgium

N°1 Worlwide

Top Sub of the YEAR

David MerzelThank YOU !