Microsoft Office & Times Spelling Bee

Microsoft Office & Times Spelling Bee

 

Background 

 

Office 2007 had a business heritage, but in 2009 Microsoft wanted to expand the relevance of the upcoming Office 2010 into the home. 

 

They decided to target parents. Because parents’ lives generally revolve around their children, Microsoft wanted to tap into this strong bond and illustrate the power of Office to help children be the best they can be. 

 

Solution

 

The Times Spelling Bee is a national spelling competition aimed at 11-12-year-olds. Launched the previous year, it provided the perfect platform to achieve Microsoft’s aim. 

 

It was important to make the partnership more than just a branding exercise. This was achieved by:

 

  • Launching a new online game, Mini Bees, which was aimed at 5-11-year-olds, helping make Spelling Bee more accessible 
  • Full branding across all 100 events, direct marketing to schools, in-paper marketing promotions
  • Creating games on Times Spelling Bee online to simulate functionality on Microsoft 2010 for parents and children
  • Spelling Bee branded advertorials promoting the partnership and Office 2007’s use in the home

 

Results

 

Spelling Bee online: 

 

 

  • 3.2 million page impressions  
  • 27,000 unique users in a week
  • Average dwell time of 11 minutes
  • 1.4 million total games played 
  • 260,000 Mini Bees Games played

 

Events:

 

  • 100 events took place with over 1,000 schools competing

 

 

Testimonials

 

Anoushka Healy, Managing Editor, The Times:

 

“The Times Spelling Bee and Microsoft partnership has been a true team effort, with each department coming together to ensure we create a great product for our readers and a great platform for our commercial partner.”

 

Geraldine Leech, Planning Manager, Universal McCann:

 

“We are really proud of this truly integrated campaign that offers our client, Microsoft, a unique opportunity to engage parents and facilitate in their children’s learning.”

 

Celine Naude, Integrated Communications Manager, Microsoft UK:

 

“By the end of year one we had full confidence in the NI team, we really felt part of The Times Spelling Bee. Their excellent delivery and management of the deal made it very easy for us to decide to book again.”