UM
Microsoft, "Windows Phone 6.5 Launch" MOBILE: BEST INTEGRATION CROSS PLATFORM
UM was given the tough task of helping to rebuilding Microsoft's credibility in
the mobile industry. UM's answer was to team up with ESPN to launch a Twitter-inspired campaign inviting fans to post comments around live games inside an area of the sport's network's mobile site.
ESPN also promoted "Section 140 powered by Windows phone" via TV programming. The effort generated 1.5 million comments over three months and 60 percent of visitors left with an awareness of the
Windows phone brand.