Microsoft had a limited budget and a need to generate awareness and interest in their new Windows XP Media Center Edition, an operating system + remote control designed for new multimedia-centric computers.This hardware/software combination product was aimed at multimedia enthusiasts who use their computer for most of their home entertainment. Fallon proposed the idea of creating a fictitious band, complete with branding and mascot, to release music in mp3 format for distribution through a website and web channels. The song’s lyrics centred on the advantages of having a Media Center Edition PC—the advantages of “future living.” The rollout of the music served as build-up to the product’s launch, when Fallon revealed the connection between the band and Microsoft—it became “the official band” of the product. The band’s name was centred on the large green button on the Media Center Edition’s remote control that makes the multimedia features spring to life.

The response was amazing. Microsoft was elated with the visitor volume to the “band’s” site, and downloads of the songs far surpassed expectations. The branding of the band and character Fallon created proved to be so strong that they were used across several initiatives surrounding the product.