Razorfish + Emerging Experiences

Our team was asked to help launch the Microsoft Windows Phone 7 project at Mobile World Congress 2010. The project was a whirlwind experience – starting with 5 weeks of design/development and 11 days of deployment and support that spanned 2 continents and countless late nights. It was all worth it when Steve Ballmer made the introduction and we were all a part of history as the next generation in mobile experiences was announced to the 50k MWC attendees and a larger worldwide audience.  The people lucky enough to be in attendance couldn’t wait to get their hands on the experience we built.

We setup 10 touchscreens in 2 locations and the experiences were in constant use. Microsoft has since taken the touchscreens to countless other events including MIX10, SXSW 2010, CES, CTIA and many many more.

In addition to the touchscreen experiences, we also worked with our Seattle team to produce a microsite experience that would allow those not in attendance to get a taste of the phone.

We took the show on the road for the Web 2.0 Expo in San Francisco. We worked with the Microsoft Tag team to bring the RockstAR augmented reality experience to the event.

Since we were running the experience in the Microsoft booth, we decided to add some new characters – the most popular of which being Steve Ballmer:

We used the experience as a way to engage with conference attendees and demonstrate an innovative use of Microsoft Tag technology. As conference attendees had their RockstAR snapshot taken, we’d ask them to download the tag reader application to their mobile device. Afterwards, they could take a snapshot of the Microsoft Tag and retrieve their photo. We took over 300 photos at the event.

The RockstAR experience is another example of how you can use tag technology to extend an interactive in-store experience to a customers’ mobile device. Wishlists, shopping carts, mobile content delivery, product ratings & reviews and wayfinding are some of the examples of how tag technology can be used to change the way people shop in retail.

Check out our pictures from the event.