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Audience research conducted for Microsoft characterized web developers as young (25-34), male professionals who enjoy humor, action films and science fiction. Based on this audience profile, we developed a retro scifi approach to drive developers to the Online Special Interest Groups (OSIGs) at their SiteBuilder Network, a central community for developers with similar interests that Microsoft wanted to promote. The mailer mimicked the colors, illustrations and copy style of a 1950’s science fiction comic book. We added a fun, interactive activity (a paper flying saucer the developer could assemble) and a special offer to win a vintage Robby the Robot replica (based on the sci-fi film classic, Forbidden Planet). They could only enter the contest by visiting the OSIG page of the SBN site. Response for this direct mail topped 20%. The flying saucers were particularly popular. We still run into people who either have them on their desks or remember receiving them. Read the copy
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