Magz Osborne
Oct 14, 2011

INTERVIEW: Microsoft's Stephen Kim on digital storytelling

Exploring the craft of storytelling, and its evolving role in marketing, Stephen Kim, general manager, global creative solutions at Microsoft, shares how advances in technology are bringing brand stories to life.

wide player in 16:9 format. Used on article page for Campaign.
INTERVIEW: Microsoft's Stephen Kim on digital storytelling

Demonstrating how innovation can create more immersive, personal and collaborative campaigns, Kim said this is about brands moving from content creators to content curators, and about brands engaging consumers to help tell brands' stories.

“Storytelling is a really important focus for us, which may seem odd to some people, that a technology company would be so interested in storytelling."

Asked whether this is about tapping into current crowdsourcing trends, Kim said that is only part of Microsoft's storytelling mission. It's how you use UGC and how you weave it together in a meaningful way in line with the brand that's important.

Kim said Microsoft has worked directly with brands, as well as with both creative and media agencies, and shared examples of case studies with Fox, for their theatrical releases such as X-Men: First Class, and Intel. He said there are many ways to involve the consumer in content, such as user-interface technology that allows participation via webcam.

"We’re looking at what brands are trying to do, which is tell stories about themselves and what consumers are increasingly wanting to do, which is telling stories about themselves.”

He concluded, “And bringing the two together, through the power of technology is something that we see as very exciting for the future of advertising.”

Topics

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Just Published

Premium
Ex-JWT boss Gustavo Martinez working on WPP projects
Premium
1 day ago

Ex-JWT boss Gustavo Martinez working on WPP projects

Gustavo Martinez, the former global chief executive of J Walter Thompson, is working on projects for the agency's holding company WPP while the ongoing discrimination lawsuit against him and the agency continues.

Premium
Mitsubishi Heavy Industries takes soft approach for global growth
Premium
2 days ago

Mitsubishi Heavy Industries takes soft approach for ...

Little-known beyond Japan, the corporate giant aims to inject some personality into its brand with the launch of a media property.

Premium
Context the key to effective engagement: MasterCard VP
Premium
2 days ago

Context the key to effective engagement: MasterCard VP

Brands need to fully re-engineer their marketing strategies to ensure the driving factor is context ahead of just content, said MasterCard vice president Dominic Koh.

Premium
Tech Talk: Unruly, MediaMath, Trade Desk, Facebook and more
Premium
2 days ago

Tech Talk: Unruly, MediaMath, Trade Desk, Facebook ...

A weekly round-up of this week's tech news and announcements.