MIX ONLINE, is not your typical Microsoft organisation. So this campaign should not be typical either. We need to connect with Developers and most importantly with Digital Designers to prove that we are a creative community worthy of their time. We want to create a collateral and event outreach program that excites, intrigues and informs our audience using content and some of the branding from our MIX ONLINE web site.So what if the content from our site fell into Alice in Wonderland's rabbit hole and became a complete set of collateral materials?

To change audience perceptions, we created a campaign no one would ever guess came out of the world’s largest technology corporation.We leveraged two cute, MIX mascots, Mushroom Man and Lavender Frog, and took them to some very edgy and interesting places.

The primary campaign component was a high-end, case bound notebook for Designers and Developers to record their brilliant ideas. Additional collateral executions included badges, buttons, plus MIX team business cards and letterhead. Digital executions included Twitter skins, e-mail templates, online avatars, and more.

The campaign was kicked off by sending the high-end notebooks to influential figures in the Digital Design community and to top bloggers around the world.

Within 24 hours a multitude of blog articles and Tweets had been posted, raving about the new materials. The collateral quickly became a collector’s item among MIX event attendees. And the posts from designers started to roll in, begrudgingly admitting that the new promotional materials were very, very cool.