Objective: Unite developers in a 2-day camping event to increase loyalty of Microsoft technology. Create awareness, promote usage and create new Microsoft brand ambassadors. Target: Loyal Microsoft developers and top students who use Microsoft technology. They are the future, love to write code and have a strong sense of community. They “get each other.”Strategy: Convince developers to attend the event by showing them that “we are one of them.” We created an invitation and banner campaign written in a language only developers would understand, .NET code. Results: 100% participation goal. High developer satisfaction. Repeat event in 2006.