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What We Did

  • Consumer media relations
  • Broadcast media relations
  • Online and digital communications
  • Media promotions
  • Event marketing, stunts and launches
  • Cause-related and community-based marketing
  • Consumer research, diagnostics and trend tapping

Microsoft: Launching a New Industry Category for Windows Home Server

Microsoft sought to introduce Windows Home Server to consumers with the goal of not only launching the product but also establishing itself as the pioneer of the previously non-existent home server category. Waggener Edstrom met the challenge with a strategic plan targeting broad consumer media as well as key reporters and analyst influentials to demonstrate the value of a home server for consumers and establish the home server category within the industry.

Strategy

Waggener Edstrom strategically employed CES 2007 as the launching pad for Windows Home Server with Bill Gates unveiling the product during his CES keynote. WE kicked off a comprehensive reviews program to reach consumers via influential reporters in print, digital and broadcast media. To educate and draw an emotional connection for consumers, WE hosted a media showcase in a real-life home environment as well as created a community of loyal evangelists such as analysts and early adopters to help popularize the product and concept. The product and category launch was topped off with strategically timed outreach, announcements and media tours to engage reporters at key media markets such as New York, Boston, Seattle and the San Francisco Bay Area.

Result

In less than a year since its public introduction at CES, Windows Home Server as well as the home server category went from an abstract concept to reality as result of a steady campaign of news, reviews, analyst relations and events. To date, there have been more than 1754 coverage hits (news and blogs) on Windows Home Server, including more than 90 broadcast placements and 46 hands-on product reviews. Top-tier placements include The New York Times, USA Today, BusinessWeek, the San Jose Mercury News, Rolling Stone, Men’s Fitness, Men’s Health, CNET, PC Magazine, NBC, ABC, CBS, and BBC World, among others.

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