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creative muscle for hire: jenn huckins, art director + jason koertge, copywriter
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MICROSOFT | bing launch:
If this all looks confusing, fear not. It was. At first. So. Microsoft's new search engine Bing (code named KIEV in this work) had a giant TV and print blitz bought and slated for kickoff. It all centered around this vague notion of Search Overload Syndrome-the idea that search engines are so confusing it's a disease that cause people to literally freak out. But, it had one equally vague problem: No one had ever heard of Search Overload Syndrome, because Microsoft's traditional agency had just made the name up. Ummm, 'K.
While working for Razorfish/Portland on the digital launch, we were tasked with using the online resources available to Microsoft, namely MSN.com, to introduce this idea of S.O.S. in the month preceding the media blitz. Our idea was to fill MSN.com's familiar content framework with fake stories and banner ads to create a War of the Worlds-like paranoia around S.O.S. from seemingly out of nowhere-all to an audience of more than 732 million monthly viewers.
content seeding  |  fake banner ads  |  wikipedia/viral email  |  page takeover
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