Microsoft has launched a word of mouth campaign on 35 campuses across the country in order to tout its new "i'm Making a Difference" campaign.
Working with RepNation, Microsoft enlisted 70 college students to create and launch their own campaigns on college campuses, writes ClickZ. The "i'm Making a Difference" campaign encourages students to sign up and use Windows Live Messenger, which will then donate a share of ad revenues generated by the instant messaging client to one of nine causes.
Ambassadors were given a budget and asked to create a marketing plan that would target individuals or groups. Some chose to partner with campus chapters of the organizations that would benefit from the program. Ambassadors also organized campus and local radio promotions using Windows Live Messenger, and some gave class presentations.
The "i'm Making a Difference" campaign is about 80 percent online.
Source: www.mediabuyerplanner.com
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