Interactive media vehicles were selected based on the ability to reach people already demonstrating web/video convergence behaviors - when people were actively seeking out, settling down and soaking in content. They fell into two categories: 'Internet on the TV', included both 'one screen' and 'two screen' interactive TV applications. 'TV on the Internet': included web-based streaming video, web content dedicated to the most TiVo’d programmes, and sponsorship of an online video personalisation tool.

The campaign dramatically surpassed goals based on historical Microsoft campaigns. Aided product awareness with the target is up roughly 200% over last year, and product sales are up by over 300%. From a media perspective, we exceeded our reach goal by 33% and our traffic goal by 73%.