The Campaign

Microsoft Office is ubiquitous in Japan but known for only one thing: productivity software used on the job. Microsoft needed a way for people in Japan to realize that Office was about more than just business through social media. The existing mindset needed to be turned on its head quickly, letting people see that Office could be fun. To help move the conversation away from ‘productivity’ to ‘fun’, LIVE BALL, a custom built smart ball machine (Japanese variation of pinball), was created. LIVE BALL was made to be controlled remotely with cameras covering all the action from different angles, allowing for a mobile and dynamic experience for all players. Players had the chance to win one of 50 premium prizes on offer, all of which were the most sought after products at the time.

Success of the Campaign

Reactions from consumers was positive, with the official Office Facebook account gaining 6,000 new Likes in the 2 months the campaign ran. Through numerous tweets and word-of-mouth from those enjoying LIVE BALL, buzz about the campaign was amplified through earned media coverage from leading media channels.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Teasers were posted to the official Facebook account to drive buzz and interest before the launch, with periodic posts during the campaign period to further drive participation. To align with an increase in retail activity during this time of year, pamphlets were available at huge retailers all over Japan which not only introduced prospective Office buyers to the campaign, but also gave them redeemable codes which provided additional LIVE BALL plays.