Guests enjoy Microsoft's #WeAreMore event experience in Austria
WORK / #WEAREMORE EXPERIENTIAL

Microsoft – #WeAreMore Experiential

THE CHALLENGE
As Official Technology Partner of the Special Olympics, our client Microsoft sought to create a global marketing campaign around the 2017 Special Olympics World Winter Games (WWG) in Austria. With Special Olympics WWG events taking place in multiple cities across Austria, Advantage was tasked with taking the global #WeAreMore campaign narrative and create engaging experiences on the ground for Special Olympics athletes and fans.
Special Olympics athletes and coach enjoy Just Dance at event activation
THE IDEA
Advantage developed the overarching #WeAreMore campaign to showcase that dedication to sport is only part of the story for Special Olympics athletes. The core content component of the #WeAreMore campaign featured three Special Olympics athletes representing diversity across region (USA, Nigeria, Germany), sport (ski, floor hockey, snowshoe), and passion (theater, art, woodwork).
During the Games in Austria, the campaign messaging culminated in experiential marketing activations in two cities. In Schladming, Advantage designed and produced a 15-meter by 15-meter space named “The Microsoft Lounge.” In the event footprint, Special Olympics athletes, their families, coaches, and fans infused the spaces with energy as they competed against one another in “Just Dance” on Xbox, acted out silly poses in a GIF photo experience and showed their creative side while drawing on Microsoft Surface tablets. The event experience provided a space for Special Olympics athletes to enjoy their passions outside of their sport through dance, drawing, and acting while off the slopes. In Graz, Advantage also executed a smaller footprint to continue the #WeAreMore messaging through a photo activation. Both event footprints extended the #WeAreMore campaign messaging, while providing engaging experiences for athletes and fans.
Social influencers Jack Mitrani and Hannah Teter also joined on site in Austria, pairing with Special Olympics athletes to further create #WeAreMore content and drive the campaign messaging to their social audiences.
Brand ambassador showcases technology at event
THE RESULTS
Overall the campaign proved extremely successful generating 145 million impressions across social, digital, and experiential. On the ground in Austria, we generated over 10,000 experiential engagements, while engaging Special Olympics athletes and fans from across the world through passions in sport and beyond.
Special Olympics athletes participate in art interactive during Microsoft event
Fans use Fresh Paint during event marketing program
Social influencer and Special Olympics athlete have fun as part of content shoot
Fans enjoy event experience at Microsoft footprint

The event experience provided a space for Special Olympics athletes to enjoy their passions outside of their sport through dance, drawing, and acting while off the slopes.

Social influencer and Special Olympics athlete smile during video content campaign
Brand ambassador and Tim Shiver use Fresh Paint during event marketing program
Fans pose at Microsoft event marketing activation footprint