Musicology 101

Product Sampling & Promotion

Windows Consumer Group



Build a benefit concert event in partnership with VH1 Save the Music Foundation and Hard Rock Café’ to connect and showcase Windows offerings to the young professional segment 25-44.


  • Develop strategy and plan to best message and activate within budget parameters.
  • Manage partner relationships internally and externally to produce an event where everyone wins.
  • Prepare activation plan and execute all facets of event negotiation and production including:
Event name & messaging, presentation video, post event video recap, event promotion and POS, Ticket pricing and sales, radio advertising and promotion, lifestyle and social marketing, celebrity outreach, PR support, photographers, videographers and brand ambassadors, Microsoft experience lounge design, pre/post event survey development & execution, talent management, on-site set up, and management.


  • Ideated “Musicology 101 – Celebration of Technology & Music” as event name and mantra.
  • 15% increase in donation to VH1 Save the Music Foundation realized through sold out venue at LA Hardrock, their first ever.
  • 97% of attendees surveyed reported learning something new about Windows.
  • 56% reported increased awareness of the range of Windows capabilities.
  • 60% reported likelihood of purchasing a Windows PC within 12 months.
  • Efforts yielded over 22 million media impressions.

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