Microsoft Surface Halo Spartan Assault Boot Camp

Challenge

  • Leverage the unreleased Halo: Spartan Assault game to create a boot camp experience that will ultimately drive sales of the Surface RT
  • Reinforce core Surface RT capabilities: Mobility, Productivity & Entertainment
  • Secure venues, food and beverage in nine markets
  • Send off RSPs trained (boot camp), equipped (Surface RT) and ready for battle (sales floor)

Strategies

  • Recruited, hired and trained “Drill Sergeants” to handle tour management and facilitate the boot camp experience
  • Procured military dressings and props to transform all venues into Surface Boot Camp
  • Secured venues that would best suit our efforts (lofts, warehouse spaces, clubs)
  • Applied key learnings and made adjustments to event flow in real-time
  • Boot camp gift bags were well received. Cadets looked uniform wearing the drawstring bag, dog tag and t-shirt
  • Surprise and Delight giveaway for Microsoft Surface for all cadets who completed training

Results

  • Silver Winner of The 2014 Ex Awards for Best Multi-Market Event (B-TO-B)
  • RSP’s knowledge and passion for Surface increased exponentially
  • 835+ Surface giveaways
  • 1,100 youtube views
  • 21,000 social shares
  • 6,900,000 ad impressions
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