CASE STUDY: Microsoft turns to computer game for IE9 launch

Background

Facing stiff competition from other web browsers in recent years, Microsoft responded by launching Internet Explorer 9 (IE9) in March 2011, with the product touted to be capable of taking the internet to the next level. 

Despite the ever-increasing demands of internet users, today’s websites and browsers only use about 10 per cent of your PC’s processing power. This means that as the computer struggles to handle all the rich multimedia content the internet has to offer, the online experience is slow and not as dynamic as it should be. 

From a technical perspective, IE9 taps into the graphics processor in Windows to harness the full potential of the user’s PC, making its performance significantly faster than the competition.  However, the key challenge was to bring the superior product performance of IE9 to life in Asia for the majority of non tech-savvy users. 

Aim

To create a platform to showcase the browser capabilities and offer real proof of how IE9 offers a fast, rich user experience compared to other options in the market. 

Execution 

Regional digital agency The Upper Storey developed a game that is specially designed to showcase IE9’s unique processing capabilities. Titled 'Master of the web', it takes players through an exciting journey in which they can experience first-hand the superiority of IE9 over other browsers. 

The game challenges players over three levels, where they will have to complete various tasks set to them by the Kung-Fu Master. Points are assigned according to the player’s performance in each challenge, with their overall score being entered into a region-wide competition. Players compete for weekly cash prizes, with the highest score over 12 weeks winning the grand prize.

In level one, players test their reflexes as the master hurls eggs towards the screen that must be caught and safely deposited in a bowl. In level two, players compete to clean as many dirty paintings as they can with a sponge. In the final level, players must repel wave after wave of ninja attacks, making use of the IE9 power-ups the master regularly provides.

Users are free to play the game on any browser, however they are encouraged to try the new IE9 and feel the difference in performance. The game was also supported by a through-the-line advertising and marketing campaign across the target markets in the region.

Results

To date, all top scorers have been IE9 users as its faster responses and animations allow players to complete the tasks faster and with higher scores. The game website has received over 510,000 unique visitors in its first seven weeks, spread across key target markets in South East Asia and New Zealand. The site also boasts an impressive conversion rate for downloads – with nearly nine per cent of all visitors downloading IE9 through the site.