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Microsoft used the mobile web to deliver a touch-enabled demo of the Windows Phone user interface directly on iPhone and Android devices. This allowed customers to interact with the interface as though they had a Windows Phone in their hands. The demo was effortlessly delivered via the mobile web. No app downloads, installs, or app store visits were required to view the demo experience.
Staging a takeover of consumers’ handsets enabled Microsoft to highlight the unique features of its new operating system using a truly immersive hands-on experience.
The “Windows Phone Demo Takeover” was promoted through a modest mobile media campaign targeted at iPhone and Android users, combined with a highly targeted social media execution that pinpointed influential technology bloggers and publications with high amplification probability.
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