Windows 8 slides into Bluewater with Slice, Jam and RAM
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Windows 8 has enlisted the expertise of social mobile agency Jam, experiential and events specialist Slice and digital out of home network provider RAM Vision to entertain shoppers in a ‘fast and fun’ way, with a new campaign that took place on the weekend at Bluewater Shopping Centre.
Taking place on 2nd, 3rd and 4th November, the fully integrated digital and experiential campaign was to promote the newest Windows 8 product at one of the largest retail destinations in Europe.
For Microsoft’s launch of Windows 8, the strapline ‘fast and fun’ has been adopted to reflect the qualities of the new software. To demonstrate, members of the public took to a giant slide that was specially designed and erected by Slice on the main stairwell of the Glow Plaza. Photos of participants were shared through an innovative custom built platform, taking images in real time, sharing them via mobile into Facebook & Twitter and beaming them onto RAM Vision’s iconic 21 sqm indoor LED screen in all their glory to shoppers in the Glow Bluewater Plaza.
Jam concepted the campaign, designed to create a viral reach well beyond the live activity, building a platform which took the campaign photos and printed them for participants to take away with them, while pushing them to digital, mobile and social channels to extend amplify the experience.
Katie Graham, client services director at Jam explained;
“Microsoft’s newest campaign encourages the public to do something ‘fast and fun’ and what could fit the bill better than a giant slide? The activation itself is designed with social mobile at its core. Reach can be amplified through the big screen, broadcasting to the whole centre.”
This newest software offering from Microsoft is the most personable yet, comprising a design of live tiles on the Start screen, each of which are linked to a person, app, website, playlist or theme that is important to the user. This exciting new concept individualises and enhances user experience, rather like the personalised experience on the slide.
Adrian Hopper, media operations director at RAM Vision said,
“The product promotion highlights the important role that digital out of home plays in product launches, promotional and experiential campaigns and advertising. This is a great combination of the impact of the two disciplines and is a brilliant example of usage of the screen at Bluewater, one of the biggest iconic displays in UK shopping centres.”
