Microsoft recently introduced Continuum, a product that connects to Microsoft’s phone. The ask was to find the right market for the product and to convince the target to purchase the phone specifically for this feature. People usually were not sold on the feature until they experienced it firsthand for themselves.
We targeted Japan because of their thriving economy, desire for the newest tech, competitive global nature, and their team-centric culture. Our solution was to put Continuum and Microsoft’s phone in the hands of as many people as possible.
Work together. Win together.
We were inspired by Japan’s surprising silver win at the Rio Olympics. Rather than speed, their seamless baton-passing and team work were cited as reasons for winning second place. We compared Continuum to a relay race. It helps users work on the go and easily pass information from one team member to another. And with the Olympics coming to Japan in 2020, it only made sense to lean into this anticipation.
What is Continuum?
It is a product that allows users to view their phone screen on a larger device by connecting their Microsoft phones to their Windows computers.
Through an interactive digital billboard, users can experience the power of controlling a large screen through their phone.
We used this stunt to then promote the game on social. Users still need four members to play and are rewarded with a discount if they score over 20 points.
Out of Home
Tokyo’s subway is the world’s biggest metro. By placing ads inside subways, we entice riders to go to our website on their mobile devices to win a prize.
They are then prompted to play a matching game that mimics the Windows mobile interface. They are randomly matched with another online person to complete the challenge.
If they win, they will get a code to redeem for a prize at special vending machines within the metro. At the end of their online experience, they can also choose to view what the Windows mobile interface is like by exploring a live demo.
Vending machines that mimic the look of a Windows desktop connected to Continuum allow for riders to claim their prize. They can choose from a wide array of Microsoft branded items. These machines will be placed at various stops within the metro.