Creature Crafts Kids' Book for Microsoft | Adweek Creature Crafts Kids' Book for Microsoft | Adweek
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Creature Crafts Kids' Book for Microsoft

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NEW YORK Microsoft is getting into the children's book business.

The Windows Server Solutions division of the Redmond, Wash.-based software firm is backing an online campaign from Seattle independent Creature for its newly introduced Windows Home Server. As part of the effort, Creature is producing a 24-page children's book, Mommy, Why Is There a Server in the House? that will be sold on Amazon.com.

There is also a microsite (www.stayathomeserver.com), banners that will be seen on sites such as Maxim.com, Latimes.com and Real.com, and five Internet spots the company hopes will go viral. The first went up last week. In "Family", which goes live today, a blow-hard reporter interviews a family about why they bought a home server by asking them increasingly inappropriate and insulting questions. At one point he says to the mother, "You think your family would need a home server if you were, say, a better mother?"

A home server lets people put various forms of media in one central place and then access it from different computers throughout the house. As such, the sort of person who would use it is fairly savvy about technology. "It makes sense for reaching the target audience—they use technology in their lives and want to be the first on their block with new technology," said Jim Haven, cd, Creature. "We want to reach them first and then move out from there."

"When people hear the word "server," they equate it with work and a place where information is shared, managed and secure," added Steven VanRoekel, senior director, Windows Server Solutions Group, Microsoft. "There is a sense of pride in telling people that they are running a server in their home."

While Microsoft plans to distribute the children's book at events, it hopes that people will purchase a copy on Amazon.com. "It's designed for the technical enthusiast," said VanRoekel. "We can't just produce T-shirts anymore and hand them out at shows."

This is Creature's first project work for the Microsoft division. Campaign spending was undisclosed.