Microsoft Windows and Major League Soccer

Experiential Marketing

Challenge


The Microsoft Windows brand team sought a way to reach the tech savvy millennial through the emerging national platform of Major League Soccer (MLS). The goal was to create demand for their Windows operating system and Microsoft Surface hardware, increasing preference shift for Windows among millennials.

Having partnered with Major League Soccer, we developed a fan-centric experiential marketing program with national reach.

Solution


Inspired by the fan’s desire to win the MLS Cup we developed our experiential marketing campaign around the theme “WINTHECUP” developing campaign specific artwork, digital content and a social media driven sweepstakes culminating in 1-1 fan engagement. Fans were encouraged to demo Windows and socialize their support for team colors by taking a photo holding a Surface which featured an MLS Cup draped in their team colors. Fans then posted to twitter for a chance to win a Surface, team merchandise and tickets.

Unique brand experiences were introduced throughout the season including a custom branded pedal wagon touring cities on game day that featured 12 mounted Wi-Fi enabled devices, custom finalist t-shirt artwork giveaways, player appearances in stadium and at the Windows Store.

Results


We brought an inspirational Windows technology experience to 40 MLS games nationwide, managing relationships with Major League Soccer, 16 MLS team marketing executives and 8 staffing agencies. We hosted 40 training events, managed 4000 brand ambassadors, oversaw technology management of 300 tablets and 150 Wi-Fi devices. We developed and shipped 10 production kits, 100,000 premiums and led more than 45 events featuring as many as 100 staff. Over a 9 month season the program generated 100,000 Windows trials, exposed more than 1.5 million soccer enthusiasts to the Microsoft Windows brand at 40 games in 16 Major League Soccer markets generating an ROI of 333% and $7,000,000 in revenue. The program exceeded client goals by more than 20%.

"Eiger has provided invaluable sport specific insight, negotiated agreements, managed vendors, a social presence and developed creative programming at retail and in the field to reach our consumers through soccer. (We have) an agency team respected in the sport of soccer that has created, managed and produced more than 40 events nationwide exceeding all of our goals!"

Jennifer Coveny, Senior Manager Events Microsoft