Microsoft turns software developers into superheroes with their own comics
Personal origin stories, told as custom comic strips, that led developers into learning pathways
Recognising the people behind the code
In 2019, a journey began to win the hearts of software developers. The DevHeroes campaign asked strategic Microsoft customers to nominate developers who stood out as leaders and exceptional people, then commemorated them with their very own Funko Pop! figurines and office celebrations.
Just as superheroes have their origin stories, so did the DevHeroes. Getting to know them uncovered inspiring stories of resilience, determination, lifelong learning, and community spirit. The strategy was to connect with developers on an emotional level by telling that story. Through a live interview the campaign got to know them, where they came from and what they stood for. The real things that make them heroes.
Telling their superhero origin story
Each DevHero completed a questionnaire covering their background and education, followed by an interview. From those resources came a personal story for each of them, and from the highlights of that story, a custom comic befitting a superhero.
Comic panels for every chapter
Each panel reflected a different chapter of their journey, from family values to milestone moments. There is only one way to illustrate stories about superheroes, and that is through a comic strip.
A power meter on every hero
The comics carried a playful element, a power meter reminiscent of superhero trading cards. It showed their technical skills and personal hobbies, and a self-identified kryptonite, where laundry and cooking topped the lists.
The developers behind the stories
Chamanpreet overcame gender bias in her career and now coaches female developers. Sasha donates her time to helping activists use data to drive change. Shandon champions open-source software projects to support new developers.
Stories that led to skilling
The stories were shared through a purpose-built portal and social media, driving developers to the Cloud Skills Challenge, where they could access personalized learning paths to advance their careers and deepen their Microsoft knowledge.
A new standard
DevHeroes began as a pilot and now sets a new standard for developer engagement at Microsoft globally.
