Microsoft Debuts Their Latest Windows Phone 7.5 With a Six-Story Mobile Device in Herald Square
On November 7, 2011, Microsoft publically released their new Windows Phone 7.5 software in a BIG way by building a six-story mobile phone in Herald Square, and activating it with a full day of interactive performances, free food, and a headline performance by Far East Movement.For this large undertaking, Empire was engaged by Microsoft to work closely with Seattle-based creative agency, Wexley School for Girls, and The Production Network to make sure that the five hour event went flawlessly. Empire worked closely with the Mayor’s Office and a variety of NYC agencies to secure the various event location permits for Broadway between 34th & 35th Streets, plus the surrounding streets for production vehicles and equipment to support the nearly week-long production. In addition to location permits Empire acquired additional permits from the Department of Buildings, Department of Transportation, Department of Health, FDNY and NYPD.Next up was talent: For a rocking lunch time concert, Empire booked and secured the Far East Movement to perform a 15-minute headline set, including their international hit, “Like a G-6”. Returning at the end of the day was the Far East Movement’s own, DJ Vermin, who spun hits for over an hour, turning Herald Square into an impromptu, outdoor dance club! Once the band was secured, it was on to securing local celebrities, actors, singers, and dancers to perform a series of vignettes created by Wexley that brought the phone applications to life throughout the day. These included: The voice of the phone, Cortana, Reporters from Accuweather, dance performances by “Zombies vs Aliens,” a “Fruit Ninja,” “Chefs,” onstage mini-makeovers, a Fitness Expert, The Humane Society, with live kittens for adoption, a real life marriage proposal, among others! Additionally, Empire secured all of the costumes and props, including Original Ray’s Pizza and popcorn, which were dispensed to the crowd. The full day event was a huge success, with locals and tourists alike, visiting the phone structure that combined huge LED displays with live stages. For more information, and a video mashup, please visit:http://www.youtube.com/watch?feature=player_embedded&v=PitGqCeJF8chttp://www.bizbash.com/microsoft_debuts_new_windows_software_with_six-story_mobile_device/newyork/story/21851Empire is a leading event marketing agency that supports clients and partner companies with innovative event marketing events in New York City and around the world.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
