Sugar, Spice and a Mobile Device

Case Study

Microsoft wanted to start a conversation about the launch of the Windows Phone’s new operating system.

The Idea
The Results

We embraced the unexpected and brought the Old Spice Guy on board as a spokesman. He charmed the media at over 100 events (including speed-dating at Icebergs in Bondi), took part in staff and partner functions and – crucially – fuelled conversation about the Windows Phone.

  • Hundreds of media clippings
  • More than $2 million in earned media in return for a $40k investment
  • Strong engagement on social media