In pictures: Microsoft stages cycle stunt on River Thames


Microsoft teamed up with world-renowned cyclist Danny MacAskill to create a loop-the-loop-style cycle stunt on the River Thames last night (19 November) to promote its Cortana brand.

To promote Microsoft's personal assistant software Cortana, the PR stunt took place on a barge on the river and involved MacAskill riding a five-metre, loop-the-loop structure with the Cortana signature illuminated in front of the London Eye.

The Cortana software helped with MacAskill's training for the challenge by arranging his meetings, setting appointment reminders, playing his favourite music, providing bad weather warnings and finding maps.

The event used the Twitter hashtag #MakeItHappen to reflect the idea that Cortana software knows what users want and how to make it happen.

The stunt adds to MacAskill's collection of challenges, including the 'Imaginate’ video, which has received more than 27 million views, and also 'Way Back Home’ boasting more than 32 million.

The stunt was created by Mission with Star Staging providing the structure. Bluman Associates worked on the content and projection, while PRJ provided lighting services. Other suppliers included Orbital, Luti Media and Livetts.

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