Microsoft Office 2003 (AvantGo, a service of iAnywhere)

Microsoft Office

Brand: Microsoft Office 2003

Company: Microsoft Corporation/Universal McCann

Goals
To persuade users of earlier versions of Microsoft Office – particularly “expert information workers” – that Microsoft Office 2003 provides features and functionality to help them work more effectively in today’s business environment.

Solution

The solution was a mobile, interactive marketing campaign on the AvantGo service that included two mobile advergames available for download from avantgo.com. Both games were promoted within the AvantGo mobile Internet service. Once downloaded, users could play the games on their mobile device anywhere, anytime.

Results

·          AvantGo co-developed and distributed an interactive mobile game campaign that proved extremely precise in reaching Microsoft’s target audience for Office 2003.

·          Results for the first phase of the campaign, a “Concentration” style advergame, were more than double the initial projections regarding downloads, interaction and opt-ins for more information. Specifically, nearly 65,000 subscribers downloaded the game with individuals playing the game an average of four to 10 times, all the while interacting with the brand and absorbing the key product benefit messages embedded in the game content.

·          Early results from the second phase, a “Jeopardy” style advergame, indicate it will outperform the first phase. Still running, the campaign has generated over 830,000 impressions, with an 8.9% average click-through rate and 54% conversion rate.