Microsoft Surface Launch

To mark the commercial availability of Microsoft Surface, Ogilvy PR’s technology public relations agency Howorth worked with Microsoft Australia to host a media launch event to showcase the features of this innovative new hardware device at their Australian headquarters in Sydney on Tuesday, 9 February 2010. Surface is a new multi-touch product, developed as a software and hardware combination technology. The device allows a user, or multiple users, to manipulate digital content by the use of gesture recognition.

The launch produced fantastic results for Microsoft, with 32 key media and analysts attending the public relations event including The Australian, SMH.com.au and CNET. Following the launch, over 40 pieces of coverage were published across a variety of online, print and broadcast outlets, including key metropolitan, consumer, technology and business media targets. Stand out pieces following launch included a five minute, live-to-air interview on Sky Business News’ Tech Report and a live demonstration of Surface on Channel 9’s TODAY program. The show’s technology editor, Charlie Brown, and host Karl Stefanovic demonstrated the Surface product and discussed its potential commercial uses.

Howorth’s primary PR role was to drive awareness across broadcast, consumer and IT media to strengthen Microsoft’s profile as an innovator and leader in the technology field, as well as to promote Microsoft Surface as a desirable and game-changing product to potential partners and customers. The results of Howorth’s PR strategy helped generate an extremely positive buzz around the launch event. The coverage that appeared in the days following positioned Microsoft as an innovative company and highlighted the collaborative and inventive features of Microsoft’s new Surface unit.

Following the launch, Microsoft Australia Developer Evangelist, Michael Kordahi praised Howorth’s efforts by saying, “Howorth deserve some major credit for delivering a successful launch. They not only delivered, they delivered with the highest of standards and passion. Despite the very aggressive timeframe of the launch, they provided a-class service.”

Pulse and Howorth go Bach to the future

Robbie Bach, president of Microsoft’s Entertainment and Devices Division, travelled down-under in February in an Australian first to share the Microsoft consumer vision, how it will evolve over the next decade, and what we can expect to see here in the coming years.

Both Pulse and Howorth were charged with organising a series of media activities for Robbie during his three-day stay.

Howorth utilised Robbie as part of a press conference to announce the local commercial availability of Microsoft Surface. The launch was a great success with 32 media and analysts attending the event. To date, more than 40 pieces of coverage have been published across a variety of online, print and broadcast outlets.

Following the press conference, Robbie rushed off to an industry roundtable lunch at Quay Restaurant, organised by Pulse. Moderated by ABC television news journalist Kerry O’Brien, the discussion focused on how platforms and devices would evolve, media consumption habits, the way traditional media industries had to progress, content protection and monetisation.  A number of senior executives attended from leading organisations including Foxtel, Sydney Opera House, HP and Warner Bros. Both the media and technology editors from The Australian were invited to exclusively cover the event.

That evening, Robbie gave a talk at the Sydney University’s new Law School Building where he spoke in detail about the future of entertainment and Microsoft’s plans for the next decade. The event was a huge success with more than 300 industry influencers packing out the auditorium.

Pulse was lucky enough to secure some snippets of time in Robbie’s busy schedule to conduct one-on-one media interviews with journalists from top-tier media outlets including an in-studio interview with Lateline Business, The Australian Financial Review, The Sunday Herald Sun and New Zealand’s Sunday Star Times.

The print coverage that has appeared to date includes a full page spotlight feature in The Australian Financial Review’s Tuesday IT section, a double page spread in the Sunday Herald Sun’s Play lift-out, and a half-page article in The Australian.