The Web Marketing Association is proud to present this 2013 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Computer: Software Integrated Ad Campaign
In recent years, Microsoft has lost touch with its developer audiences, making it more challenging to break their loyalty to Android and iOS platforms. To smooth the path for the launch of Windows 8, we needed to motivate developers to get 3,500 apps into the Windows Store in just 4 months. To push app development culture, we created a movement called "Generation App" that provides devs: � A central location to get the tools they need to create Windows 8 apps � A support program that provides daily emails/text messages to help developers launch an app in 30 days � Meaningful consultation offers and inspiration Since launch, 16,000 developers have registered for Generation App. Demand gen banners registered an IRR of .32% (well above the industry benchmark of .09%). Program emails enjoy a 33% open rate. But best of all, Generation App has contributed to HALF of the apps in the U.S Windows Store.
Contributors:
| Chief Creative Officer, Wunderman : | Eric Baumgartner |
| Group Creative Director, VML: | Alison Tintle |
| Associate Creative Director, VML: | Brian Williams |
| Senior Copywriter, VML: | Ben Reese |
| Senior Art Director , VML: | Mike Cushman |
| Group Director of Strategy and Insights, Wunderman: | Mike Reeder |
| Group Account Director, Wunderman: | Collin Dayley |
| Senior Project Manager, Wunderman: | Amand McKillip |
| Motion Graphics Designer, VML: | Ann Clancy |
| UX Lead, VML: | Carrie Byrne |
VML
Location: USA