Microsoft #FuelMyAwesome Campaign

Microsoft wanted a campaign to build brand affinity with the developer audience. That was the whole brief. So, we made something awesome enough to do the job and snag two gold ADDY's.

The insight: Developers tune out marketing, so we didn’t market to them. We asked what keeps them going through long coding sessions, from Red Bull and beef jerky to the children and family they support. Every week, we turned developers’ answers into real care packages.

Results:

• 290% over submission goal

• 46K organic engagements

• 2.1M views, 5.5M impressions

Agency: Rational Interaction
Strategy: Dessa Boyle
Design/Art Direction: Trevor Eiler
Design/Art Direction: Nick Ptacek