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Microsoft - Brand Journalism

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Created: 11/07/11
Last Edited: 02/14/13
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Description
IT decision makers listen to their peers, not advertising. To join their conversations, we created something called Brand Journalism. Each day, a dedicated agency "news team" monitors IT conversations and join the ones we'd like to contribute to by tapping our community of 40+ bloggers

In addition to joining in conversations, the team hosted them and has conducted 60+ audio interviews to date, as well as chatted live on publisher's sites, joined twitter feeds like ExecTweets IT, and created roundtable discussions with industry analysts. And instead of using media buys for advertising, we're using them to distribute content.

Awards & Recognitions
2010 Cannes Lions Titanium - Bronze
2011 D&AD Awards - Digital Advertising
2011 Bees Awards - Winner
Project Info
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Justin Crawford
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Short link: http://bit.ly/sLBp2n
  • Microsoft - Brand Journalism

    IT decision makers listen to their peers, not advertising. To join their conversations, we created something called Brand Journalism. Each day, a dedicated agency "news team" monitors IT conversations and join the ones we'd like to contribute to by tapping our community of 40+ bloggers

    In addition to joining in conversations, the team hosted them and has conducted 60+ audio interviews to date, as well as chatted live on publisher's sites, joined twitter feeds like ExecTweets IT, and created roundtable discussions with industry analysts. And instead of using media buys for advertising, we're using them to distribute content.

    Awards & Recognitions
    2010 Cannes Lions Titanium - Bronze
    2011 D&AD Awards - Digital Advertising
    2011 Bees Awards - Winner
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IT decision makers listen to their peers, not advertising. To join their conversations, we created something called Brand Journalism. Each day, a… Read More
IT decision makers listen to their peers, not advertising. To join their conversations, we created something called Brand Journalism. Each day, a dedicated agency "news team" monitors IT conversations and join the ones we'd like to contribute to by tapping our community of 40+ bloggers

In addition to joining in conversations, the team hosted them and has conducted 60+ audio interviews to date, as well as chatted live on publisher's sites, joined twitter feeds like ExecTweets IT, and created roundtable discussions with industry analysts. And instead of using media buys for advertising, we're using them to distribute content.

Awards & Recognitions
2010 Cannes Lions Titanium - Bronze
2011 D&AD Awards - Digital Advertising
2011 Bees Awards - Winner Read Less
Published: November 07, 2011
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Justin Crawford
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