Microsoft, in one of its most strategically important product launches, chose a New York City venue to unveil MSN 8 to the press. The launch had business implications beyond simply a new browser. Microsoft needed to introduce new partnerships, new technologies and new excitement around their internet browser.
Opts created a breakthrough launch experience in Central Park for Microsoft's MSN 8. The event delivered compelling consumer messaging to the assembled press corps in a celebratory environment customized and built from the ground up for the MSN brand.
A custom fabricated inflatable dome was transformed into a unique cocoon-like environment to drive home MSN's topline message: "It's Better with the Butterfly." The interior provided a 360-degree projection surface for light and graphics.
The launch was marked by a "wow" factor Ñ incorporating special appearances by Disney chief Michael Eisner as well as Mickey and Minnie Mouse, and a one-hour concert by Lenny Kravitz to cap the festivities.
A captive audience.
The interior of the dome was a completely immersive experience. The audience was captivated from the opening video to Lenny Kravitz' final song.
Comprehensive press coverage.
Every press member Microsoft wanted at the MSN 8 launch attended. The unique venue and spectacular showcase drew considerable consumer and trade press coverage for months to follow.
Internal Audience Satisfaction.
Bill Gates raved about the success of the event as did every executive involved in the planning. The MSN 8 launch became the new "Gold Standard" for Microsoft product launches.