Microsoft

X

Challenge

Position Microsoft as a Year 2000 (Y2K) thought leader with three primary audiences: enterprise/ SMB customers, influential media and consumers.

Approach

Conducted an 18-month B2B and B2C campaign for Y2K that focused on education and awareness regarding potential computer related problems stemming from programmers that abbreviated four-digit years into two digits. Microsoft took a leadership position in helping both companies, large and small, as well as consumers prepare for the transition. Initiatives included: offering free Microsoft resources and tools and partnering with influencers to communicate desired messaging.

results

Microsoft was featured prominently in the majority of Y2K related coverage, including significant business press and broadcast exposure. Highlights include:
• Microsoft executive featured on Larry King Live.
• Microsoft continually covered in CNN, WSJ and the NYT.
• More than 1,5000 stories that positioned Microsoft as a thought leader and resource for enterprise/ SMB customers as well as consumers preparing for the transition.

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