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Hotmail 8 campaign
February 4, 2008, 3:16 pm
Filed under: Dissertation, Research

Butterflies are Free

Microsoft

Devised by Boston firm ALT TERRAIN for the Universal McCann agency, this campaign for Microsoft’s MSN 8 Internet software package involved 16,000 butterfly stickers affixed on shop windows, in subway stations, and on walls all over New York City. The campaign, which took place in 2002, lasted a mere 24 hours. Although the stickers clung to surfaces with static electricity rather than glue, the campaign was illegal, and Microsoft issued a public apology to the City of New York. Nevertheless, the stunt garnered 168 news stories and earned the company a slightly hipper, streetwise image.Hotmail 8 

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