The MSDN team asked us to develop a marketing campaign geared towards the developer community. The goal was to drive awareness about MSDN Virtual Labs and Webcasts, and increase content consumption. With an ever growing number of technologies and content for their target audience, the new outbound communication approach needed to turn heads.
The new campaign built upon the idea of four Microsoft developer superheroes called "Source Fource", who promoted the virtual labs and webcasts. These characters engaged the developer audience in a unique way through their adventures fighting coding mishaps. The success of the campaign inspired the Microsoft team to double the length of the campaign, and re-energized Microsoft's developer community.
Initial analysis estimated registration goals to be around 800K attendees
Total campaign attendance soared to a staggering 1.2 million views
Evaluation response rates improved to over 70% of those surveyed