Shopaholic, Foodie or Wingman? No Friend Left Behind

We’re excited about the launch of ‘No Friend Left Behind‘, a program developed by Microsoft with the help of Delvinia, promoting the launch of Window’s Live Messenger for the iPhone and iPod touch. The iPhone app allows you to stay connected with the people that matter most and keep up with what they are doing across the web.

Through the research and discovery phase, a few key insights about app download behaviour were identified:

• 62% of people searched for apps in the AppStore, while 60% browsed apps. This made it critical to maintain position in the top 5 downloaded apps.
• 46% of iPhone owners found out about apps through Word of Mouth, so targeting Social Influencers that were early adopters of technology and active in social networks was essential.

The initial launch in US and Canada (primarily through PR) would automatically drive the app to a top download within the first few hours. The challenge was how to maintain this position, and increase the number of anticipated downloads, in the months following launch.

Enter “No Friend Left Behind”, a creative concept that recognized the importance of keeping the expertise of your closest contacts with you as you navigate through life (anywhere/anytime).

The marketing campaign highlights those critical moments when you need the expertise of your friends on your IM list the most; while poking fun at how we have different needs met by our different contacts and the value they bring us in our daily lives.

The strategy was to create a unique media platform, which leverages the power of social media to increase awareness and encourage activation. Users are challenged to earn “status” through peer voting and acknowledgement. The nature of the program, and personas created, played on the notion that we are different people to different social circles, which maximized the potential for sharing.

Visit ‘No Friend Left Behind‘, and start earning your badges today.