EXECUTION:

SIA leveraged relevant, timely news hooks to incentivize consumers to visit the Microsoft Lumia
900: Pink Beauty experience in three cities – LA, Dallas and Denver (key markets for Microsoft retail partner
AT&T). Capitalized on campaign milestones (ie. the Microsoft Lumia partnership with Nicki Minaj and the
American Music Awards), outreach included bespoke news releases specifically targeting social media editors of lifestyle and fashion media, and celebrity liaison to increase attendance. The agency formed an influencer network that produced peergenerated content and built strategic partnerships with organizations who had appropriate audiences for the story, including Duality Cosmetics and Glam Squad.