Rating is available when the video has been rented.
This feature is not available right now. Please try again later.
Published on Mar 1, 2012
We hired improv guru Greg Proops of "Who's Line Is It Anyway?" fame to add levity to a web developer conference in Las Vegas. Devs are one of Microsoft's most vital audiences, so their opinions are valued and measured regularly. With research showing a dip in customer satisfaction, Proops put these technical, self-described "web-geeks" at ease by appealing to their lighter side. We cut together numerous comedic vignettes, which were then used in community blogs and in "send to a friend" links. The result created some great viral spread and generated positive exposure for Microsoft, increasing their "likeability" among devs because of the campaign's unexpected approach and use of humor.