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Bradley and Montgomery Named Digiday Video Award Finalist For Its Microsoft Internet Explorer 9 Launch Video Destination

2011-11-19
  • Company:
  • Dittoe PR for Bradley and Montgomery
  • (Company Info)

INDIANAPOLIS ---- Independent advertising agency Bradley and Montgomery (BaM) has been named a finalist in the 2011 Digiday Video Awards in the Best Video Destination: Branded category for its interactive video experience supporting the launch of client Microsoft’s Internet Explorer 9 (IE9). Since many of IE9’s features—like advanced HTML5 support and lightning-fast video—are difficult to convey in words alone, BaM created an interactive video destination that not only put these innovations on display, it let users take the reins in a digital entertainment experience.

Forgoing the conventional route of putting the product in the hands of a YouTube celebrity, BaM’s video caught the attention of consumers by putting the YouTube celebrity in the product and creating an immersive video remix experience designed to highlight features of the browser when the video is viewed using IE9. BaM licensed Katy Perry’s hit single “Firework,” and hired Mike Tompkins, an Internet sensation who creates a cappella remixes of popular songs, to perform it. BaM enlisted Archetype to program the concept to deliver one of the most multi-faceted HTML5 audio and video experiences ever created.

BaM broke Tompkins’ “Firework” recording into 16 different views and let users remix their own versions by turning tracks up and down, while zooming in and out on particular video windows— features that work only when using IE9. Users were then encouraged to share their Tompkins-inspired remixes on Facebook and Twitter. The video was also posted on Tompkins’ YouTube channel, where he encouraged his listeners.

“We didn’t just want to encourage people to download IE9; we wanted to bring the demo to life in a way that made users forget they were on a website,” said Ben Carlson, chief strategy officer for BaM. “By interlacing the marketing and entertainment, we seamlessly introduced several of IE9’s major innovations through engaging, hands-on, shareable interaction.”

Since its unveiling at Microsoft’s IE9 keynote presentation at the 2011 South by Southwest Conference, the video has steadily climbed to nearly 4 million views, 52,000 “Likes” and has generated nearly 12,000 comments, all while proving to be an effective tool that links interactive experience with the performance of IE9.

Winners will be announced on Dec. 12 during the Digiday Video Awards Gala in New York City following the Digiday Agency conference.

About Bradley and Montgomery

Advertising agencies are built to meet expectations, creating commercials that fit inside of predetermined media holes. Bradley and Montgomery (BaM) is a full-service agency dedicated to creating unexpectations for its clients and audiences: magnetic destinations, events, and sharable artifacts that attract people to them-under their terms and circumstances. A project agency that can work alongside a traditional agency of record, BaM works with some of the world's biggest brands, including Microsoft, VH1, MTV and JP Morgan Chase. BaM has been recognized at The Webby Awards, The One Show, and won Best in Show at the 2006 Creative Media Awards. Its campaigns have been profiled in The Wall Street Journal, The New York Times, The Los Angeles Times and Fast Company.

About Microsoft

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

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