Microsoft and Deadmau5 to lure influencers to Surface launch

Microsoft Canada has selected Toronto-born DJ Deadmau5 to perform at the Toronto launch for its Surface 2 tablet Wednesday night. The company hopes to lure in hundreds of young, influential consumers to create social buzz for the product. With almost 2.5 million Twitter followers and 7.9 Facebook fans, Deadmau5 is one of the most popular […]

Microsoft Canada has selected Toronto-born DJ Deadmau5 to perform at the Toronto launch for its Surface 2 tablet Wednesday night. The company hopes to lure in hundreds of young, influential consumers to create social buzz for the product.

With almost 2.5 million Twitter followers and 7.9 Facebook fans, Deadmau5 is one of the most popular DJs on the social web. Booking the act for the launch showed early results, with the event’s hashtag #surfacehaslanded trending in Toronto within hours of the “surprise” announcement Wednesday morning.

No traditional media is planned to promote the event in Canada and the brand’s social media initiatives, including contests on Twitter to win tickets, will be driven organically rather than through paid social media. A rep for Microsoft, however, said the brand plans to use paid media later in the promotion cycle.

Deadmau5’s appearance will also come, no doubt, with a hefty price tag. In 2012 Forbes listed the Deadmau5 as number five on its World’s Highest Paid DJs list, estimating he made $11.5 million that year at a rate of nearly $100,000 for some shows.

Chitra Anand, head of public relations for Microsoft Canada, said the brand chose Deadmau5 because of his young demographic and the fact he uses technology to make his music, noting the company “put price aside” for the event.

Anand said Deadmau5’s demographic is 18- to 25-year-olds, trendsetting and technologically savvy, a group Microsoft wants to appeal to as it launches the new device in Canada. Over the past year the company been trying to change its image in Canada to be more lifestyle oriented, rather than the business-focused brand it has been in the past.

“We really wanted to tap into a new market,” Anand said of appealing to Deadmau5’s fans. “They’re passionate about music, art and culture. It’s a new segment and new market we want to attract.

Throughout launch day, Microsoft also has street teams at three high-traffic areas in Toronto, giving away tickets and showing off the device’s features.

Veritas handled the PR and influencer relations for the event while Mosaic handled experiential and event logistics.

Brands Articles

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences