Case Study 1

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WHO: Microsoft

WHAT: The eHome division within Microsoft works to market and develop Windows Media Center, Extenders for Windows Media Center and is part of the larger Entertainment & Devices Division. A whole-home entertainment solution, Windows Media Center allows users to control and access their television, photos, music, videos and more through an intuitive interface. In the custom installer channel, Windows Media Center represents a connected home technology that enables integrators to easily deliver an appealing and user-friendly system.

WHY: While many big players in the CEDIA channel such as HP, Life|ware, Crestron and Niveus were adopting and implementing Windows Media Center in their hardware solutions, Microsoft's role in educating and outreaching to installers was very limited. Wanting to increase their support for this technology, Microsoft was in need of a strong PR program to showcase their commitment to the custom channel and demonstrate why Windows Media Center was an important platform for custom installers to utilize in their businesses.

HOW: The campaign was outlined in a tiered engagement targeting top level press who were qualified to be the channel "influencers". At CEDIA EXPO 2007, the eHome team met, for the very first time, with 24 highly qualified, knowledgeable, yet skeptical reporters in back-to-back booth meetings over two solid days. The press participated in four different demonstrations that drove key messaging points; the overwhelming success was posted post-show articles, blogs and news reports. Windows Media Center at CEDIA EXPO ranked as the one of the highest level news stories with 100% positive reporting and covered the various facets of Microsoft's messaging including Quad Tuners and new Extenders, the launch of the Ultimate Install Contest, and OEM partner initiatives. The net result was beyond impressive. The press listened; they believed. They went back to their computers and wrote stories about how Media Center is going to change the face of home automation. Windows Media Center was featured as the cover story of the December issue of Home Entertainment with the self-explanatory title: "Media Center Gets Good - Finally!" The campaign then continued with relationship building with the core custom channel and affluent media and moved into partner hardware product reviews, media tours to the Microsoft campus and participation in high-end deployments of Media Center in viral residential projects such as The New American Home and New Southern Home, as well as a commercial adventure with the Museum of Science and Industry: Wired + Green project in Chicago. Windows Media Center continues to be a growing force in the CEDIA channel as the awareness of the platform increases.

ROI: Since the initial appearance at CEDIA EXPO 2007, Microsoft has named two Ultimate Install Contest installer winners; developed and implemented training classes on how to utilize, integrate and market Windows Media Center into a custom A/V business; and helped to increase dealer awareness through OEM partners like Crestron, Life|ware, Russound, Inteset and Niveus. With 571 print and online articles and highlights on both radio and television programs such as NBC Nightly News and HGTV Pro, the total number of impressions reached since the inception of this specialty PR program in has reached 1,362,025,415.