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LOS ANGELES An extensive interactive campaign for Microsoft’s Office 2007 software launched yesterday through Interpublic Group’s McCann Erickson.
“The campaign cuts across traditional media channels,” said Rob Bagot, evp and ecd at McCann’s San Francisco office. “But we determined that telling them about this is not enough. We wanted to create an experiential campaign.”
Bagot said that some of the ads sprinkled through some 100 sites include “rich banners” that allow the viewer to the try out one or more of the features—change type, manipulate graphics, view live previews and thumbnails—within the ad space itself.
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