Case Study, 04/28/11
To keep their brand top-of-mind and drive awareness and excitement for its fresh, natural food, a leading quick-serve restaurant brand turned to Microsoft Advertising to engage its loyal customers.
Microsoft Advertising developed a rich branded, multi-screen digital destination across online, mobile, and TV within Xbox LIVE. The destinations hosted an original comedy series focusing on the unbelievable real-life events that happen across content categories fast-food audiences love. Each destination included engaging features like contests for the craziest stories, quizzes, sweepstakes, social media aspects, mobile apps, and more.
The brand employed high-impact advertising units across MSN Home Page, MSN Mobile, MSN Video, Windows Live Messenger, and Fox Sports, all driving to the branded experiences.
Consumers exposed to the brand on three screens were 91 percent more likely to recall the brand, 217 percent more likely to associate the advertiser’s tagline message with the brand, and 38 percent more likely to make the correct message association than people who did not see the campaign.
Each screen individually drove lifts in all brand metrics, but the most positive results were driven by multi-screen exposure.
The success of this campaign demonstrates the power of multi-screen advertising and multi-screen media experiences. Integrated multiscreen campaigns are the next evolution of digital advertising, enabling advertisers to connect with their audiences at just the right time and place.