Microsoft Office 2007 - Mobile Activation Campaign
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    This was the first mobile response campaign at a sports event in the UK that I led whilst at McCann Erickson. Research had shown that in order f… Read More
    This was the first mobile response campaign at a sports event in the UK that I led whilst at McCann Erickson. Research had shown that in order for people to understand the difference between Microsoft Office 2003 and 2007 we need to demonstrate the product. How could we create an interesting product demo? We decided to demo Microsoft Office live at Twickenham - on the big screens for the England rugby internationals. We asked the 70,000 people in the stadium questions like 'Who do you think is the best player on the pitch?' with a free short code to text. We then showed the responses in bar and pie charts, using Powerpoint formatting. The campaign was a massive talking point for everyone in the stadium and received national attention for being the first of its kind. Read Less
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Please excuse the slightly dodgy case study video! This was the first live mobile response technology used at a sporting event in the UK.

The technology is really cool - even if the creative is not quite so much...