The launch of the Microsoft Advertising brand was a massive, complex 12-month effort.
Microsoft’s in-house research team had an entirely new way to measure attribution – the degree to which content and media influence the buying decision all the way through the funnel. “Engagement Mapping” was a huge idea – but how to communicate it?
mThink’s Montgomery Research imprint worked hand-in-glove with attribution experts from over 50 organizations worldwide. We developed Marketing 2.0, the world’s first global review of online attribution literature, and used it to create a vibrant online community.
Microsoft Advertising launched with a major event attended by 1,000 of the biggest online advertisers, as well as celebrities and Microsoft executives. Every person received a copy of Marketing 2.0, which was also used as marketing collateral on Microsoft sales calls worldwide.
The Microsoft Advertising brand was an immediate hit and now includes Bing, Skype, MSN and X-Box. “Engagement Mapping” worked for Microsoft.