Best Computer: Software Integrated Ad Campaign

In recent years, Microsoft has lost touch with its developer audiences, making it more challenging to break their loyalty to Android and iOS platforms. To smooth the path for the launch of Windows 8, we needed to motivate developers to get 3,500 apps into the Windows Store in just 4 months. To push app development culture, we created a movement called "Generation App" that provides devs: • A central location to get the tools they need to create Windows 8 apps • A support program that provides daily emails/text messages to help developers launch an app in 30 days • Meaningful consultation offers and inspiration Since launch, 16,000 developers have registered for Generation App. Demand gen banners registered an IRR of .32% (well above the industry benchmark of .09%). Program emails enjoy a 33% open rate. But best of all, Generation App has contributed to HALF of the apps in the U.S Windows Store.

Contributors:

Chief Creative Officer, Wunderman :	Eric Baumgartner
Group Creative Director, VML:	Alison Tintle
Associate Creative Director, VML:	Brian Williams
Senior Copywriter, VML:	Ben Reese
Senior Art Director , VML:	Mike Cushman
Group Director of Strategy and Insights, Wunderman:	Mike Reeder
Group Account Director, Wunderman:	Collin Dayley
Senior Project Manager, Wunderman:	Amand McKillip
Motion Graphics Designer, VML:	Ann Clancy
UX Lead, VML:	Carrie Byrne

VML

Location: USA