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Overview of Microsoft's 2011 Holiday Campaign: Operation December

In December 2011, Microsoft launched a unique campaign aimed at promoting four key products: Windows 7, Windows Phone, Office 2010, and Xbox 360/Kinect. Targeting families aged 25-49, the campaign focused on users during their purchasing phase. Key elements included sponsored buying guides, editorial content on Tom’s Guide, and strong visibility on forums and Q&A pages. The strategy covered the entire conversion funnel, facilitating product comparisons, price checks, and ultimately driving sales through contextual advertising and social media integration.

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Overview of Microsoft's 2011 Holiday Campaign: Operation December

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  1. multiproducts OperationDecember 2011

  2. Overview of 1 The Operation

  3. Recall of the brief Background • A keyperiod: end of the year’spurchasesfavour information research. • A unique campaign for Microsoft’s 4 products : Windows 7, Windows Phone, Office 2010 and Xbox360/Kinect. Aim • Reachusersduringtheirpurchasing phase Target • Families / 25-49 yearsold Bestofmedia’soffer • SuggestedWebsite: Tom’s Guide (the most in tune withthe targetconcerningits content) • Operation: all along the conversion funnel • Contextual: sponsoring of Buying guides – laptops, mobile phones and games consoles. • Brand content / editorial content : making of a sliderenhancingTom’sGuide’seditorial content about Microsoft products. • Social / interactive: strongvisibilityon forums and on Q&A pages. • Push : Sponsoring of shopping spaces.

  4. Operation set up Present all along the conversion funnel IDENTIFICATION INFORMATION VALIDATION PURCHASE The user discusswithotherusers about the producthe chose. The user compares all the products’ features to makehisownchoice: design, performance… The user choses the type of productthat matches best hisneeds and uses. The user compares prices and best offersthanproceed to the purchase. Products’ Integration in forums and q&a pages related to Microsoft brands Editorial integration of Thoroughfeatures & test productswith a striking ad format Products’ Integration in shopping spaces Sponsoring of Buying guides

  5. Contextual: Sponsoring of Buying Guides Home Page Buying guides Guides’ content pages Media backup Creation of trafic on buying guides pages via integratedbanners.

  6. Brand Content : Editorial content integrationSlider Eachlinksends to an article on Tom’s Guide

  7. Social :Tom’s Guide Solutions (Q&A) Ad formats / exclusivity. IAB Custom made integration of Microsoft social feeds. CUSTOMIZATION

  8. Push :Integration in the Shopping space

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