Background

In October 2012, Microsoft launched Windows 8, a major redesign of its operating system, introducing a touch-friendly interface and new features. To generate excitement and showcase its capabilities, Microsoft partnered with digital agency R/GA to create a high-impact launch event in Times Square, one of the world’s most visible locations.

Problem

With increasing competition from mobile and alternative operating systems, Microsoft needed to prove that Windows 8 was a modern, versatile platform. The challenge was to demonstrate its features in a way that would engage both consumers and enterprise users while making a bold statement in the tech space.

Solution

Microsoft and R/GA transformed Times Square into a massive interactive Windows 8 showroom. Digital billboards displayed the new interface, while hands-on demo stations let visitors experience the OS firsthand. A temporary Microsoft Store provided direct engagement with new devices, reinforcing the product’s accessibility and innovation. The event created an immersive, high-visibility moment that effectively introduced Windows 8 to the world.