Microsoft I'm Initiative

You may not know this, but in there was a instant messenger war right around 2007. It was a pretty chill war, all told. There were a few dominant players in the market and the audiences were pretty static. People didn't want to stop using what they were using. It was that simple. We stumbled on an idea... what if you could do good while using your instant messenger? And thus the Microsoft I'M Initiative was born. This ground breaking, innovative program that spanned all aspects of paid, owned and earned marketing channels to build awareness and raise proceeds for 10 deserving causes. This ground breaking, innovative program that spanned all aspects of paid, owned and earned marketing channels to build awareness and raise proceeds for 10 deserving causes.... and poach some users from the other guys. Along with display advertising that appeared all over the place, we created an episodic comedy series to explain the initiative and to build momentum. And it worked, really well.