Clues from Microsoft lead music fans on merry chase to concerts promoting new Kin phone
By APFriday, May 21, 2010
Summary Box: Microsoft Kin concert marketing
THE CAMPAIGN: Microsoft is combining social media and detective work to market its new Kin cell phone by throwing surprise concerts with bands such as the Black Keys in four cities this month.
THE TARGET: The premise taps into Microsoft’s target audience for the phone — teens and twenty-somethings who text and tweet rather than call and e-mail. It skips over older people who are more tethered to e-mail and voice calling.
THE CLUES: Microsoft, the bands and others are sharing key details such as the time and location through social networking in the hours leading up to the show.
YOUR VIEW POINT
