GMR

Facilitate awareness of MSN Direct service and Smart Watches to key target consumers prior to its January 2004 launch and grow consumer understanding of, desire for, and confidence in MSN Direct.

Foster intent to purchase watches and service.

Build a database of interested "hand-raisers" for future marketing efforts.

Provide cost effective pre-release marketing activities by leveraging a strategically aligned partnership and promotion infrastructure.

GMR partnered MSN Direct with Mercedes' C Spot Drive Party. The consumers attending the Mercedes-Benz C Spot Drive Party events proved to be the ideal consumer cross-section for reaching the MSN Direct target from both a demographic, geographic, and psychographic perspective.

The events were held in 16 of the top 20 domestic markets during Summer/Fall 2003. As a result, MSN Direct was able to reach its target demographic in an effective and meaningful way prior to release. The markets in whitch the C Spot were held were also targeted as top sales markets for MSN Direct.

Target consumers attending the MBUSA C Spot Drive Party were given the chance to receive an exclusive preview of Smart Watches for MSN Direct service through trained MSN Direct product ambassadors and an interactive kiosk demonstration.

MSN Direct staff conduct 1:1, 1:few and/or 1:many product demonstrations to introduce consumers to MSN Direct features, benefits, and key messaging. Participating consumers received exciting information on MSN Direct prior to the launch of the product and had the chance to enter and win a Fossil watch through a sweepstakes in each market.

Over 40,000 consumers exposed to MSN Direct in 16 key markets.

Over 13,000 consumers participated in an interactive demonstration on MSN Direct.

5,997 unique names were generated via various name generation methods on site, including a sweepstakes, newsletter opt-in, and exit survey.