• by OMMA Magazine Writers , August 22, 2011

Instead of going the usual route of placing its product in the hands of a well-known celebuTuber, Microsoft went one better and placed the YouTube star in the product. The brand created an online remix experience for a video of Katy Perry's "Firework" by Mike Tompkins, who makes covers of popular songs using only his voice (think a hipster Bobby McFerrin) and posts the resulting videos to his popular YouTube channel. To encourage people to download the latest release of Internet Explorer, BaM and Microsoft turned the video into an immersive and interactive experience designed to utilize and highlight features of the browser when viewed using it.