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Situation Windows Me was the first Microsoft Windows product marketed to consumers only; therefore, there was a need to make the product consumer-friendly. Although well recognized as a brand worldwide, the perception of Microsoft Windows is mixed. Additionally, there was confusion from the Windows 2000 launch and messaging (business vs. consumer application). Strategy Showcased the integration of Windows Me product features: an innovation in ease, convenience and fun Highlighted new features to create reason to upgrade Leveraged partnerships to individually demonstrate new Windows Me capabilities/features Utilized integrated marketing; i.e. advertising, promotion, pr, events, online, partnerships Leveraged partners/added value tactics which create a more consumer friendly brand image Appealed to the consumer emotional and rational needs by providing an engaging, dynamic and highly interactive experience (real life situations, word of mouth) and instant gratification Tactics Meet Me Tour: Seeing is Believing! A national partnered promotional program featured Windows Me, OEMs (Original Equipment Manufacturers) 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 date Designed and fabricated three identical tour sets that canvassed the US with three tours each weekend for 10 weeks straight Each tour consisted of 30 computers and monitors (each region was sponsored by an OEM) --HP in the West --Compaq in the Midwest --IBM in the East RCA donated CRT monitors which allowed the use of six different videos to draw consumers in at varying levels of engagement Targeted a broad audience of PC purchasers and intenders to create an emotional link between family and technology while driving Windows Me as the heart of the PC Engaged audience with hands-on activities within the tour environment. Windows Me brought to life via a virtual home allowing consumers an opportunity to experience technology in the context of real-life scenarios Individually showcased the four major pillars/capabilities of Windows Me: Digital Photography Digital Music Digital Video, Home Networking Two sequential sweepstakes opened the curtains on the Microsoft Windows Me operating system. The Microsoft Win Me Sweepstakes: --Awarded 50 limited edition, holographic copies of Windows Me each day for 30 days—Bill Gates autographed each pre-release of the OS --Made national headlines by ranking number three out of the top ten trafficked sites for newcomer sites in August, 2000 The Microsoft Meet Me Sweepstakes: --An online instant win and sweepstakes --Awarded three trips to Hollywood, three trips to Discovery Cove and scores of additional prizes online --Served over 723,000 Web sessions generating more than two million page views The Meet Me Screensaver: --Communicated the benefits of the Microsoft Windows Me OS --Available as a free download on the Microsoft Windows Me Web site 25 City Cross-Country Tour 1000 Sq. Ft. Environment per Tour 3 Simultaneous Tours (East, Central & West Coast) Showcased 4 Nodes: Video, Photo, Music & Home Networking Official Windows Me Screensaver Ten Fully Trained Employees Staffed Each Environment Featured six individual videos Staff Buttons Goody Bags Tee-shirts Pens Collateral Posters and Table Tents Two Sweepstakes Online Banner Campaign Online Viral Campaign (affiliate marketing) Online PR (bulletin boards, chat rooms, newsgroups) Results: Meet Me Tour AwesoMe! Overall tour goal: Embrace 250,000 consumers Actual Tour Results 385,300+ embraced the tour 154% of goal Actual Tour Results 107,700+ actively embraced the tour Overall tour goals: Expose 2,250,000 consumers to Windows Me Actual Tour Results 3,200,000+ consumers exposed to the tour environment 146% of goal Pre-launch Sweeps: Win Me Sweepstakes: Capture 250,000 unique registrations Actual Sweepstakes Results: 249,909 unique registrations 733,994 total registrations Launch Sweeps: Meet Me in Hollywood Sweepstakes: Capture 100,000 unique registrations Actual Sweepstakes Results: 86,000+ unique registrations and 475,000+ total registrations Total combined sweepstakes registrations captured-- Actual Sweepstakes Results: 335,000+ unique registrations 1,200,000+ total registrations Collateral: Distributed--Everyone who actively embraced the tour took away collateral 133,196 Windows Me collateral pieces 167,009 Windows Me pens 137,326 Windows Me/partner goody bags A Reuter?s business article, Roger Lanctot, Senior Director of Research for PC Data—an independent research firm—called Windows Me "the most important new piece of software in 2000." PC Data also reported that Windows Me was the number one selling retail software title in September. This consumer confidence in the new OS also helped contribute to strong earnings results for Microsoft in their first quarter '01.