Microsoft’s Learning Business Unit designs educational products that allow students to enhance learning through technology. Encarta.com is a web-based version of its line of reference material and encyclopedias.
Microsoft Encarta Group’s objective was to generate awareness of the re-launch of Encarta.com. The re-launch aptly coincided with the back to school time. The challenge was to break through the clutter of other back to school marketing efforts by making the program relevant to students, parents, and teachers.
Strategy
We created a promotion that incorporated usage of Encarta.com into the consumer experience. The result was the Encarta Bee Challenge, a multiple round online research skills contest in which students age 13-18 used Encarta.com to answer questions on history, geography, culture, and science. Five finalists were invited to a playoff in New York City where the winner received a $50,000 college scholarship and a dream vacation package.
Tactics
Dynamically generated web-based interactive trivia game
Advertising on the Microsoft network including banner ads, e-mail newsletters, and homepage links
Radio advertising
Print advertising in Scholastic Ad, local newspapers, and USA Today
Microsoft’s Learning Business Unit designs educational products that allow students to enhance learning through technology. Encarta.com is a web-based version of its line of reference material and encyclopedias.
Challenge, a multiple round online research skills contest in which students age 13-18 used Encarta.com to answer questions on history, geography, culture, and science. Five finalists were invited to a playoff in New York City where the winner received a $50,000 college scholarship and a dream vacation package.