Turning a hot trend into an award-winning experiential engagement.
College students spend more per year on technology than at any other stage in life.
Microsoft works hard to appeal and drive awareness, usage, and brand affinity with this important demographic. Using insights we know about students and what is important to this audience, we developed a plan that put the entire college experience at the forefront – social media, experiential, peer to peer, content generation, and gaming, while making sure key Microsoft messaging never got lost.
Borrowing from the hot national dwelling trend of “tiny houses,” we created the Microsoft Tiny House – a fully-custom, 24-foot interactive lounge space on wheels that visits select college campuses across the nation.
This pop-up study lounge is equal parts educational and recreational and doubles as a coffee house, gaming space and roof-deck hangout spot.
The Microsoft Tiny House celebrates spending time with Microsoft in a new way for college students, while highlighting what is important to them—food, coffee, music, gaming and hanging with friends.
Added activities have ranged from hands on demos, career prep tutorials, conference pop-ins, orientation events, swag and partner giveaways, to just having fun–providing an environment that is indicative of college life.