How can we make a product that is perceived as technically superior get emotionally under the skin of consumers? How can we highlight the possibilities and relevance of digital creativity and productivity in a fast-moving, globalized world?
The answer: Genuine fan engagement, world-wide co-creation and a match between one of the most interesting stars of the popular music landscape and Microsoft’s Surface Pro 4.
Mø is the voice and songwriter behind one of the most streamed tracks of all time on Spotify, “Lean On”. With over 50 million views on her track “Final Song” and a feature on the Major Lazer single “Cold Water” with Justin Bieber, she has established herself as a true popstar.
Fascinated by her creative fanbase and the fanzine culture of the 70’s and 80’s she sought to get closer to her fans and to collaborate with them while bringing the concept of the fanzine in to the 21st century. Microsoft provided the perfect technical solutions to fulfill this dream.
After a call for submissions the fan-contributions started pouring in to a digital notebook created in Microsoft’s OneNote. All in all over 400 fans shared their drawings, photographs, poems and collages with the singer. Contributions came in from more than 30 countries, such as Denmark, Brazil, Russia, France, Mexico, The United Kingdom etc.
As the editor of the fanzine MØ used her Surface Pro 4 and its unique pen to assemble and remix collages of the fan made art, using the strong technical platform of the Surface to run heavy software such as Photoshop. This happened while she was touring and recording her new album, with the Surface Pro 4 functioning as the ideal device for her on-the-go creativity and productivity.
The fanzine was distributed at merchandise stands at selected MØ shows on the singer’s tour as well as online through the Microsoft’s Sway-software, which also functioned as a blog depicting the creative process. Fans from all over the world were also involved in distributing the zine on secret city locations sharing their personal stories at #MOxSurface on Facebook, Twitter and Instagram.
Backed up by social media posts as well as online and print-ads the project was a manifestation of how Microsoft’s technology are enabling creatives and audiences all around the world bringing them closer together. By showing this the campaign made Microsoft connect with a millennial audience through genuine, enriching experiences both physically and online.
The campaign ran across 12 European Countries
It has reached more than 30 million consumers around the world
More than 400 contributions have come in from fans
Fans from more than 30 countries
The fanzine was distributed by local fans in more than 20 countries
The fanzine was shared at MØ shows in 21 European and UK cities