In early 2007, the Instant Message category was in a stalemate. None of the competitors were picking up market share or new users. And because IM users stick with the network their buddies use, there was no incentive to change. Research, however, showed that people could be persuaded to change brands if a competitor was associated with a good cause. So Windows Live Messenger created the I’m Initiative, a program that contributes to social causes every time a member sends an instant message.

Windows Live Messenger partnered with ten organizations involved in causes ranging from disease prevention to the environment to refugee aid. When people joined the I’m Initiative, they chose the cause that would benefit from their messaging. The new initiative was promoted through online banners, affinity buttons, streaming video, out-of-home, and a Facebook group.