Our client needed various collateral
pieces, distributed in a number of ways to drive awareness and
excitement about Connected Systems at a time when interoperability
was a hot topic within the industry.
We produced a consumer-facing CD-based
leave-behind, a field and partner-facing CD-based kit, and posters
bundled with a Starbucks Card and cover letter—all being
distributed via multiple and different channels. Viewing the
effort as an end-to-end marketing campaign and not simply a
collection of related but separate deliverables, Catalysis recommended
incorporating a consumer-facing distribution channel. This channel
would enable Microsoft to engage those consumers who were visiting
Microsoft’s website for the express purpose of learning
more about Microsoft’s Connected Systems initiative.
The distribution channel had to be built to walk consumers seamlessly
through a potentially complex web of steps designed to protect
the personally identifiable information of customers, prevent
illicit distribution of powerful encryption technology incorporated
in Microsoft software, and assimilate collected marketing data
back into Microsoft’s sales follow-up process. Consumers
pass through this veritable gauntlet of filters and mechanisms
as effortlessly as the most popular ecommerce websites available
on the Internet.
