1. Microsoft Protégé 2011
Windows Phone 7 Marketing Campaign

2. Computer Geek Sports Mad
Art Fanatic
Study Freak
Party Animal Music Lover

3. The Concept
6 different student groups create communities
to fully engage with all aspects of the WP7
through a fun, interactive and clear campaign.
Facilitating a social, networked community.

5. Meet the students

6. Meet Computer Geek Tom…

7. Meet Art Fanatic Anna…

8. Meet Sports Mad Alex…

9. Meet Study Freak Elle…

10. Meet Music Lover Josh…

11. Meet Party Animal Katy…

12. Implementation

13. Media
Above the line: 1. Advertising Campaign
2. Sponsorship
1. Television
3. Product Placement
SEO
Below the line: 1. Website: PPC
Analytics
6 Facebook Groups
2. Online 2.Facebook: 1 Facebook Page
Facebook Ads
Viral
3. YouTube: Advertisements
Events/ Group Films
Groups/ Profile Tweets
1. Twitter: Trending
Brand Tweets Press Releases
2. Journalists: Press Packs
Press Events
3. Public Relations Ambassadors
3. Blogging: Student Groups
Universities Nationwide Experts
4. Student Partners: Representing 6 different groups
Campaigning

14. 1. Television
1. An advertising campaign has been created to
communicate the campaign concept to the student
market.
2. Sponsorship of television programs should be considered.
3. Product Placement –This campaign should utilise this new
opportunity to advertise the product in programs.

15. 2. Online
Website :

18. 2. Online
Website :
Facebook:
YouTube:

19. 3. Public Relations
1. Twitter provides a direct communication channel
2. Journalists will be closely managed during this campaign
3. Blogging is an appropriate tool for digital natives
4. Student Partners are brand advocates and on-campus
contacts.

20. The Campaign

21. Campaign Roadmap
Level of Impact

22. Pre-Launch Teaser
• Teaser updates daily
• Competition – winners announced at Launch Event
• Register for tickets to the main event

23. The Main Event
This event will create buzz, generate press coverage, enable
promotion and buy-in of student group partners.

24. The Main Event Continued
Press Zone
Party Animal
Study Freak
Art Fanatic
Sports Mad
WP7 Training Centre
Computer Geek
Music Lover

25. Campaign Launch and Follow Up
8 weeks before the launch event:
• Short TV adverts
•Facebook campaign
• Youtube videos
Follow Up Activities will include:
• Additional training events
• Retail

26. On-Going Campaign Activity
On-Going activity is important to maintain the impact
and visibility of the campaign.

27. Internal Marketing
Marketing MAD believe that an integrated and aligned
marketing approach is key to success.

28. Post-University
WP7 Alumni

29. Budget Allocation

30. Campaign Summary
Computer Geek Sports Mad Art Fanatic
Study Freak
Party Animal Music Lover

31. Thank you for your time.
Do you have any questions?