Microsoft Windows Phone with Katy Perry (2010)

MAC Presents created an event plan to promote the launch of the new Windows Phone 7 and position it as the smartphone of choice for lifestyle consumers in key markets, including New York City.

The custom launch events featuring Katy Perry at Roseland Ballroom in New York City and Maroon 5 at The Fillmore in San Francisco took place simultaneously on November 8, 2010.

Traditional advertising and social media tactics were utilized to drive online traffic to and consumers to AT&T stores for free tickets.

MAC Presents produced both events and managed all activation, including ticket distribution at select AT&T retail stores, green screen marketing, artist meet and greets, Windows Phone VIP areas, mobile marketing and interactive kiosks that encouraged hands-on engagement with the new device.

Windows Phone 7 presented Katy Perry and Maroon 5 to sold out rooms of excited fans and generated millions of consumer impressions across the country.

The program drove traffic to AT&T stores where consumers were able to pick up tickets and learn more about the new Windows Phone 7.