• Adweek, Thursday, June 21, 2012 9:45 AM

Microsoft is working with AKQA, Big Spaceship, Razorfish, Team Detroit, UM and Y&R to develop ad products for its Surface PC. For example, within MLS soccer team Seattle Sounders FC’s Windows 8 app, Adidas could run a display ad that opens up to a product showcase. The preview ad would only run within Windows 8's Metro view—the user interface that resembles Xbox Live—that will be available on Surface or any tablets running Windows 8. The PC version of Windows 8 will also let users switch to the Metro view, so the Adidas ad could run in the Sounders app on that platform but would revert to a traditional display ad when switched back to the standard PC view.

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