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Microsoft uses Last.fm to attract coders
Challenge - Microsoft wanted to engage software developers, or "coders". This audience is influential in terms of deciding which software is adopted within organisations, but notoriously difficult to win over. Coders tend to have preconceived ideas of Microsoft and are cynical about advertising. UM's brief was to communicate Microsoft's latest developer software, Visual Studio '08, and encourage people to trial the product. To do this, UM knew it had to think of an unconventional solution.
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