meetwindows-8

Razorfish and Delta Reveal First Collaborative Windows 8 Ad Concept

  |  February 21, 2013   |  Comments

Microsoft has unveiled the first collaborative branded campaigns for Windows 8 Ads in Apps.

Microsoft has unveiled the first collaborative branded campaigns for Windows 8 Ads in Apps. After naming 30 initial brands and select agency partners for the new concepts in early November, ads from Delta, Paramount Pictures, Ford, and Jeep are now live on Microsoft's new operating system.

"What's really unique is that it's a framework upon which we can build experiences that we've talked about or imagined for a long time but it's been prohibitively expensive for brands to do," Margaret Czeisler, national lead of marketing and advertising at Razorfish tells ClickZ. "They have this very flexible platform that allows experiences to transform in different environments and adapt."

Razorfish developed a new ad experience for Delta's "Up" campaign in the NBC News app, while other agencies like Team Detroit, This is Tommy, Universal McCann, and Sapient worked with their respective brands early into the ideation process as well. "The idea is that we co-create with partners and platforms very early in the process…in order to maximize and leverage their full ecosystem," Czeisler continues.

"The creative process for us as an agency has changed significantly over the last few years," she adds. "It's totally changed the nature of the work and the concepts…You're not pitching a campaign anymore, you're pitching a full change to every touch point that a brand has with consumers."

Microsoft is convinced that "audiences are ready for something new," Stephen Kim, GM of global creative solutions at Microsoft writes in a blog post detailing the first ads released from the effort.

"I want to talk about the unique and collaborative journey we've been on these past few months, which is as important as our eventual destination," he continues. "As we sat down together waiting for the caffeine to kick in, we had no idea how the day would go, the direction we would take or what we would create. Collectively, we let our creativity push what we thought was possible and leaned on our new technology to make it real."

The first ad concept delivered by Delta takes advantage of gestures by encouraging users of the NBC News app to swipe upward to engage with the content. Czeisler says it reflected back to Delta's "keep climbing" tagline. "We were able to marry the actual experience of the ad and the physical gesture with that new brand tagline," he says.

"Co-creating with partners in a very different way is something that we're really excited about as an agency because it's really transformed our work and this is just one example of that." Although, she adds, "I would have loved to see it go further."

The teams are meeting again this week to begin work on their second ad concept, and Czeisler says she looks forward to making the next iteration more dynamic based on users' passions, interests, location, and other relevant data.

"These experiences need to seamlessly port and adapt to their environment but also change based on what the user expects from that environment," she adds.

"The idea of ads versus apps is very important as the lines are blurring between what is advertising and what is an app," Czeisler says, adding that while the ads aim to tell an emotional story, they also pull app-like elements into the app itself.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • Copywriting & SEO Specialist
      Copywriting & SEO Specialist (HeBS Digital) - NEW YORKJOB DESCRIPTION     JOB TITLE:         ...
    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...