In the Spring of 2010, Bing Maps was gearing up for a series of new feature announcements and was in the process of expanding their target audience from enterprise business decision makers to breadth developers. In preparation for the announcements, the marketing team wanted to raise awareness of the Bing Maps APIs among developers and beef up their social media community.
The Audienz team created an outreach plan that included a short video, Twitter contests, and targeted banner ads in conjunction with a developer event plan and a series of webcasts. To appeal to the new audience and stand out among the sea of dry banner ads, the team created a campaign slogan that spoke to the creative side of developers, "Build something you can brag about with Bing Maps." The creative concept mirrored the slogan, showing how code becomes an interactive map at the hands of a good developer.
The campaign was a success with an overall reach of over 2.5 million, and over 4,000 clicks. And this was targeted reach–demand for developer accounts increased by almost 20% per month.