©2010 House Party, Inc. All rights reserved.

Windows® 7 Launch Party™

©2010 House Party, Inc.2

• House Party is a highly specialized Consumer Activation Solution.

• House Party develops and deploys thousands of parties that take place across the country on the same day

• Each House Party takes place in the home of a recruited, highly qualified host and features a brand, product or show as the centerpiece

• Each event includes a custom branded micro-site that serves as Party Central and Mission Control for 6 weeks

• The entire event program is planned and tracked by proprietary House Party tools

• Events are managed by House Party producers to ensure each event is effective for the sponsor and engaging for all participants

About Us

What Is House Party?

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Select Client Roster

Plan• Over 60,000 parties• 14 countries, 8 languages• Consumers & Employees & Partners• 3rd Party Measurement

Goals• Demonstrate Windows® 7• Invite enthusiasts to participate in launch• Continue listening to the consumer• Convey core value props• Lift specific brand metrics

Target Consumers• Worldwide consumers including Beta and RC users• Select influencers

Approach for Windows 7® Launch Parties

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House Party™ developed a host offer “landing page” to present the host opportunity to prospective hosts and developed a comprehensive screener to identify optimal applicants

Host Recruitment emails were sent by Microsoft to employees and RC and Beta testers worldwide

Hosts were filtered* on the following requirements:

Completed Application Willing to host a party October 22 – 29 Willing to use the House Party website Current OS: Windows® Vista SP1 or

SP2 or Windows® 7 Upgrade Advisor passed all 4

requirements

Host Recruitment

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Host Offer Email Landing Page

14 Countries, 8 Languages

*Attendance figures based on post-party host surveys

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Sent and tracked invitations Communicated with guests Viewed and posted consumer-generated media Read and commented on party blog posting Received online party updates Voted in polls Downloaded party favors

In Language, Branded Event SitesHosts were led to the free Windows® 7 Launch Party website*, where they:

http://www.houseparty.com/windows7

*Each language had its own dedicated microsite

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Branded Party Sites – online engagement

Branded email and blog campaigns were deployed and managed throughout the event:

See appendices for the complete set of emails, blogs, assets, and images

172 distinct email messages deployed 74 House Party-initiated blog threads launched on the event site 41,472 partygoer blog conversations took place on the website

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Lifestyle and product shots as Party VisionTM slides Promotional boxes Microsoft logos A sponsor link to the Microsoft website

Branded Party Sites – Digital Media The party sites featured:

See appendices for the complete set of emails, blogs, assets, and images

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• Welcome Sign• Welcome to Setting Up with Ease• Welcome to Family Friendly Fun• Welcome to Media Mania• Welcome to PhotoPalooza• Host Notes – All Parties• Host Notes – Setting Up with Ease• Host Notes – Family Friendly Fun• Host Notes – Media Mania• Host Notes – PhotoPalooza• Microsoft True and False Quiz

The party sites also featured downloadable party favors:

See appendices for the complete set of emails, blogs, assets, and images

Branded Party Sites – Custom, Digital Party Favors

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• Send and track invitations

• Communicate with guests

• View and post media

• Blog and comment

• Receive online party updates

• Vote in polls

• Download party favors

Hosts’ Branded MyParty Microsites

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• One Limited Signature Edition Windows® 7 Ultimate OS

• One poster

• One deck of playing cards**

• One puzzle

• One bag of streamers (USA only)

• One bag of balloons (USA only)

• One table top centerpiece (USA only)

• One package of Windows® 7 napkins (USA only)

• Ten tote bags to share with guests

Party Package

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PARTY DAY!

600,000+ hosts and guests gathered in homes around the world to experience

Windows® 7

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Program Results

Results Summary

• Reach:• 25 million+ Unique Conversation Partners

• Engagement :• 138,000+ Windows Opt-Ins• 1.8 million person hours of Brand exposure (excludes prep time)

• Brand Metrics (U.S):• Strong lifts for Awareness & Favorability• Dramatic lifts for Intent to Recommend & Intent to Purchase• Strong agreement with core Win 7 marketing principles• Executed a Control Panel for Comparison which was among the post powerful

results data yet

• Activation: (U.S.)• 3.44 million Purchases (self reported, as measured by ChatThreads)

G0+G1+G2 Uniques: 25,821,730 (nets out social duplicates)G0+G1+G2 Total: 30,656,451 (includes social duplicates)

469,486Partygoers

19,718,412 Generation 2

CPs

23,662,094Generation 3

CPs

G1 Relay Rate: 12.0 G3 Relay Rate: 1.2

5,633,832 Generation 1

CPs

Reach: Unique Conversation Partners (CPs)

G2 Relay Rate: 3.5

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G0-G3 Uniques: 49,483,824G0-G3 Total: 60,124,067

N = 318 (Consumer Hosts/Guests who told at least one other person)Other positive themes mentioned (<10%): Easy to Install, Needs Less Memory, Demonstrated Operating System, Other negative themes mentioned (<=2%): Negative Response to Product, Skeptical of New Operating System

Prominent Themes That Traveled

96% of hosts and guests passed along positive themes

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Runs Smoothly

Best Operating System

Stable, Solid

Easy To Use

Fast

New Features

-5% 0% 5% 10% 15% 20% 25% 30%

12%

12%

12%

16%

17%

23%

Activation: U.S. Generational Purchase Behavior

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G0 conversion: 63.5%

Self Reported US Purchases from Launch Party Participants and their CPs (G0+G1+G2): 3,442,748

217,403G0

Purchases

1,726,814 Generation 2

Purchases

1,498,531 Generation 1

Purchases

G1 conversion: 41.6% G2 conversion: 16.1%

To execute this event, House Party™ :

Elicited online applications from would-be party hosts

Identified Windows® 7 enthusiasts who were screened using criteria provided and approved by Microsoft to be Windows® 7 Launch Party hosts

Asked each host to gather at least 9 guests in their homes to experience demonstrations of the Windows® 7 Ultimate operating system

Provided a free party-planning, media sharing website to support party planning and create an online context for brand immersion in the days leading up to the physical parties

Specific Tactics

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• The In-Home / Online / In-Person Combination Works• Unparalleled efficiency and power for trial & engagement• Sharp lifts in awareness & attitudes• Broad reach• Purchases

• Make sure to:• Create the VIP atmosphere• Keep it authentic and fun• Don’t control; instead guide, suggest, support, celebrate• Encourage self-creation • Integrate with larger campaigns to dimensionalize traditional media spend• Leverage PR

Key Takeaways

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