Microsoft - Kin Launch

Microsoft

Overview

Kin was a phone designed for social networking. Working as the experiential arm of an agency team we were briefed to put product in the hands of consumers, subtly and socially. To do this we folded the product experience into a series of secret live shows.

With a target audience of digitally enabled teens we created an experiential campaign that teased event information through local digital influencers. Headliners and dates were announced through outdoor media weeks ahead of the show, without confirmation on a venue, creating anticipation and debate in social media.

Tease

Reveal

Events

Results

14 Artists Seven Free Shows
4750 Attendees
225M Media Impressions
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