case study on the 2011 IE campaign

1. INTERNET EXPLORER
11
SOCIAL MEDIA CASE
STUDY
TODD BRADY
ROOSEVELT UNIVERSITY
BADM 104

2. CASE STUDY OVERVIEW
• Situation
• Action
• Result
• Learning

3. INTERNET EXPLORER CASE STUDY
SITUATION
• Back in 2012, Internet Explorer
was losing popularity and usage to
other browsers.
• Google Chrome usage was up to
over 40% of the market share, as IE
was almost dropping below 30%
• Internet Explorer 11 was about to
launch and needed a boost to stay
alive
Source:
http://gs.statcounter.com/#desktop+tablet-browser-
US-yearly-2011-2014

4. INTERNET EXPLORER CASE STUDY
ACTION
• Internet Explorer launched a new campaign
featured around millennials and in house IT
professionals and developers.
• Internet Explorer teamed up with the launch of
Microsoft 8, to break back into the market as
the “browser built for touch.”

5. INTERNET EXPLORER CASE STUDY
RESULT 1 0F 3
CHILD OF THE 90S YOUTUBE
• Most popular video
to date
• Received over 48
million views & over
90 thousand likes
• Next closest video
over 40 million views
behind

6. INTERNET EXPLORER CASE STUDY
RESULT 2 OF 3
MICROSITE
• Created a microsite to
show the new changes to
IE 11
• Can be reached by two
links
• http://www.browseryoulove
dtohate.com
• http://www.rethinkie.com/
hello-again/#/newbrowser

7. INTERNET EXPLORE CASE STUDY
RESULT 3 OF 3
Tom Warren
NBC NEWS PC Magazine
The Register

8. INTERNET EXPLORER CASE STUDY
LEARNING
Value
• Change people’s
perspective
• Growing with you
Brand
• Adaptive
• Specialized
• Become the touch
browser