Microsoft Office Poke
Talking
Context Optional was charged with developing a social media strategy to change brand perception and drive awareness for Microsoft Office 2007.
In response, Context Optional created an engaging social communication tool that expanded on Facebook’s “poke” concept. Rather than simple poking, users are able to throw staplers, take colleagues to a liquid lunch, steal chairs, send underpants through inter-office mail, and of course upgrade their machine to Office 2007.
Users select the type of “poke” then select friends to whom they’d like to perform the action. The Facebook application sends a request to the users’ friends, spreading the Microsoft Office 2007 brand messaging in a social and engaging environment.
Users sent over 4 million branded pokes are sent in the first 60 days of the campaign. Months after campaign completion, application users continue sending approximately 250k branded pokes to friends and colleagues every month, driving ongoing value for the campaign.
Marketing content was integrated directly into the user experience flow, resulting in increased brand awareness and high levels of brand engagement.
URL: http://apps.facebook.com/officepoke/
