The Windows 8 'Live Tile Experiment' Literally Breaks Walls
Ariel Weber — November 9, 2012 — Marketing
References: psfk
Microsoft's new 'Live Tile Experiment' campaign takes interactive apps to the next level as they give unsuspecting Oslo citizens the shock of their lives when they find themselves spontaneously amid a dance party.
Curious passersby captivated by the loud music, familiar tunes and party happening just a few steps from them, are further lured in when noticing the light-up 'live' tile, which simply needs to be stepped on in order to be activated. As soon as they step on the tile, the constructed wall quickly falls down and the curious seeker suddenly becomes the center of the party. Watching their expression go from simply curious to awestruck is both a fun and humorous way for the company to promote its upcoming Windows 8 release.
The campaign showcases the ability to find and display real-time information from apps on Window 8. Specifically highlighted in this campaign is the music tile, which, just like the add, allows you to get live music with the click of a button. It is a fresh way to interact with the public that leaves both the passerby and the viewer amused and more interested in the new interactive app features on Windows 8.
Curious passersby captivated by the loud music, familiar tunes and party happening just a few steps from them, are further lured in when noticing the light-up 'live' tile, which simply needs to be stepped on in order to be activated. As soon as they step on the tile, the constructed wall quickly falls down and the curious seeker suddenly becomes the center of the party. Watching their expression go from simply curious to awestruck is both a fun and humorous way for the company to promote its upcoming Windows 8 release.
The campaign showcases the ability to find and display real-time information from apps on Window 8. Specifically highlighted in this campaign is the music tile, which, just like the add, allows you to get live music with the click of a button. It is a fresh way to interact with the public that leaves both the passerby and the viewer amused and more interested in the new interactive app features on Windows 8.
Trend Themes
1. Interactive Advertising Campaigns - The 'Live Tile Experiment' showcases the potential for immersive and interactive advertising experiences.
2. Real-time Information Display - The campaign highlights the ability to find and display real-time information from apps, presenting opportunities for personalized and up-to-date content.
3. Innovative App Features - The music tile featured in the campaign demonstrates the convenience and ease of accessing live music with a single click.
Industry Implications
1. Advertising - The interactive nature of the campaign opens doors for advertisers to create engaging and memorable experiences for their target audience.
2. Technology - The campaign highlights the potential of real-time information display and innovative app features, presenting opportunities for tech companies to enhance user experiences.
3. Entertainment - The campaign's use of dance parties and surprising interactions creates opportunities for the entertainment industry to integrate immersive experiences into their marketing strategies.
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