Great moments in (My) Microsoft Launch History

Building Buzz to stir up and sustain conversation

Steve Jobs made product announcements household conversations, but the space has gotten crowded since he set the standard. To build buzz for a new laptop or a new operating system, we dug into what our fans were already saying, predicted what they might say, and found some humor in self-awareness around these (now) cultural moments.

We’ve all said things we wish we could take back, but the pandemic changed everything, and it was time for an update. Better to get ahead of the trolls, and own the conversation.

Leaks are a frustrating, albeit flattering, inevitability high profile launches. Our approach was a play on the “This is fine” dog in a burning room meme. We had these posts ready to match the severity and frequency of leaks.