Strategy
The main purpose of the event was to introduce Windows Home Server to various long-lead consumer media outlets (magazines), in order to appeal to a broad range of consumer press, the team divided the event into three separate segments – Breakfast, Lunch and a Cocktail Reception.
Breakfast was geared toward editors of women and parenting magazines, lunch catered to the men’s books, general lifestyle and business press, while the cocktail party served a broad array of technology and consumer tech influentials. Set in the actual house on MTV’s “Real World: Back to New York,” the interior was contemporary and unique, playing up the comfort of “home.” Windows Home Server “scenarios” were set up in three rooms, showcasing how simple a home server is for each member of a family to set-up and use. During lunch and breakfast, the team hired The Food Network’s Dave Lieberman who gave an outstanding chef demo and subtly tied the product into his brief cooking demonstration.
Result
Though the team set a benchmark of 45 guests, an astonishing 82 attended. The majority of invitees were consumer/lifestyle reporters. Top tier media attending included: Parenting, Redbook, Complex, PC Magazine, LAPTOP, Gizmodo, Popular Mechanics, Martha Stewart Living, Details, Financial Times and Good Housekeeping.
Though coverage was not expected, five pieces hit on the event itself. Common themes among the press included an appreciation for the consumer survey commissioned by Microsoft that highlighted an emotional connection between digital media/content, the product’s ease of use and remote access feature.
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