Microsoft brings Build highlights to developers on the big screen
Pop-up movie nights pairing Microsoft Build highlights with the premiere of Top Gun: Maverick
Winning the voice of developers
In the tech industry, developers wield immense power in shaping companies’ technology choices. Microsoft recognized the significance of winning the hearts and minds of this audience to maintain their competitive edge. Before COVID, Microsoft nurtured their developer community through in-person meet-ups, but the pandemic ended that.
Microsoft Build is the major conference dedicated to developers, known for its latest announcements and tools. But busy developers often struggle to attend because of packed schedules. Microsoft identified this pain point as an opportunity to create a unique and immersive experience. The strategic insight was to provide developers with an alternative way to consume Microsoft Build content, in a social and relaxed setting that catered to their interests. It was an exclusive screening for an exclusive audience.
An innovation double-feature
Microsoft created pop-up movie nights exclusively for developers. They could catch the highlights of Microsoft Build on the big screen, while also being among the first to watch the premiere of Top Gun: Maverick. The setting was social and relaxed. Invitations went out through LinkedIn and email.
Calling developers to the flight deck
The campaign embraced the iconic Top Gun theme, with aviators and fighter jets flying in formation, representing a camaraderie among developers. The concept was both playful and captivating.
A creative risk that paid off
Adopting an unconventional look for Microsoft was a risk, but it paid off with massive engagement. The approach caught the attention of developers and set the campaign apart from traditional marketing.
An exclusive screening for an exclusive audience
LinkedIn and email invitations promoted the event series. Both platforms reached the target audience effectively and generated excitement for a set of pop-up movie nights that were exclusively for developers.
A memorable experience. A collectible ticket.
Novelty tickets were produced for developers, ensuring they would remember the experience long after the events wrapped. The memento strengthened the connection with the developer community, reinforcing Microsoft as their go-to platform for future innovations.
Scaled out globally
Based on its success, the strategy was scaled out globally, becoming a guiding light for other major Microsoft events and reaching developers around the world.
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