According to an agency release, Razorfish won the Kin account following a competitive RFP process in January, though news of the appointment didn’t surface until this week due to the secrecy surrounding the Kin’s launch.
The agency adds that, since January, its duties have expanded from designing the Kin’s website to playing a greater role in the its marketing support by leading digital strategy, brand development, product videos, digital measurement, organic search and interactive retail.
Razorfish specifically aims to advertise the phone in the places consumers are already spending time, including social media sites and the Kin’s brand website.
“We wanted to give people the opportunity to really ‘feel’ the brand and to try out the product in a powerful way so we put an emphasis on immersive videos and used Facebook Connect to create a personal appeal to our audience,” Carrie Hogan, account director for the project, said of Razorfish’s goals.
The Kin marks Microsoft’s long-anticipated foray into the smartphone market. According to global reports, Microsoft hopes the handset will create a rival for Apple's iPhone and Google’s Android and Nexus One, and were built to include popular smartphone features such as touchscreens and slide-out keyboards.
Razorfish was the Microsoft-owned digital agency until August of last year, when Publicis Groupe purchased the agency for US$530 million.
The agency adds that, since January, its duties have expanded from designing the Kin’s website to playing a greater role in the its marketing support by leading digital strategy, brand development, product videos, digital measurement, organic search and interactive retail.
Razorfish specifically aims to advertise the phone in the places consumers are already spending time, including social media sites and the Kin’s brand website.
“We wanted to give people the opportunity to really ‘feel’ the brand and to try out the product in a powerful way so we put an emphasis on immersive videos and used Facebook Connect to create a personal appeal to our audience,” Carrie Hogan, account director for the project, said of Razorfish’s goals.
The Kin marks Microsoft’s long-anticipated foray into the smartphone market. According to global reports, Microsoft hopes the handset will create a rival for Apple's iPhone and Google’s Android and Nexus One, and were built to include popular smartphone features such as touchscreens and slide-out keyboards.
Razorfish was the Microsoft-owned digital agency until August of last year, when Publicis Groupe purchased the agency for US$530 million.
Since then, Razorfish has been part of the holding company’s Vivaki unit.
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