The Windows marketing team wanted to build their fan base across social networks and to generate positive sentiment about Windows 7 among “transitioners” – students entering or graduating college who are likely to be in the market for a new computer.
Our Community Analysis revealed that transitioners over-indexed for downloading music and listening to independent artists, so we collaborated with ReverbNation to develop a groundbreaking music-giveaway program sponsored by Windows, offering free song downloads from 1,000 up-and-coming artists. Each week we featured music samples from 50 artists and invited Windows fans to vote for their favorites; the seven most popular tracks were made available the following week as free downloads to the public.
More than 1,000 artists drove their networks of fans to the program, accounting for the majority of traffic and outperforming a mandatory network ad buy
84% of those who participated in the program were new fan connections for Windows
Our client received 42 million positive impressions covering this campaign