Microsoft runs viral for web developers

Microsoft has rolled out a viral campaign to promote its Expression Studio web development software.

Developed by MRM Worldwide (UK), it plays on the stereotype that web designers and developers don’t get on at marketing agencies, directing viewers to a site, web-harmony.co.uk, where they can ‘kiss and make up’. 

Katy Hamilton, Microsoft channel audience manager, said, “We believe the Harmony viral can play an important part in communicating the benefits of our software to this discerning and influential group of users in a new light.” 

Thorsten Borgqvist, MRM Worldwide UK account director, said, “The viral expression builds the brand’s character, originality and humour, allowing viewers to connect instantaneously to the product - something that’s often difficult to achieve in other media. This connectivity is crucial in the customer acquisition and retention process.”

www.nma.co.uk Will Cooper 2008-02-29