Event TV: Microsoft targets families at Cornbury Festival 'Ultimate Demo'

Microsoft launched its latest mobile phone product, the Nokia Lumia 930, in an activation at Cornbury Festival in Oxfordshire earlier this month targeted at families wanting to capture moments at the event.

The brand worked with agency Mission and US production company Helo on the 'Ultimate Demo' experience, which took place between 5 and 6 July and was centred around a treehouse-style structure in which children and their parents could try out the devices and capture moments using the mobile phone’s camera.

Children were invited to dress up in fancy dress costumes and use props in front of a green screen, which put them in the setting of one of five different scenarios including space. Pictures were then captured on the device and instantly printed for participants to take home as a souvenir from the event.

Families were also able to see video footage captured by Helo at the activation on the last day of the festival (6 July), which was broadcast on large TV screens located either side of the event’s main stage.

Costas Syrmos, head of Microsoft Brand Lab, told Event the brand likes to activate in various events and venues, with Cornbury Festival being ideal to bring to life the Nokia Lumia 930 because of its suitability to families.

"We’re not going to try to takeover family festivals, every activation we do through the Microsoft Brand Lab is tailored to what we want to communicate with the product," he added.

Brendan Kiernan, managing director and co-founder of Helo, added: "I think the reason Microsoft hired us to work on this activation is that most of our work integrates content, experience and design. With the Ultimate Demo we wanted to take something that was very technology driven and make it into a more human experience."

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