Bustin' Bugs Campaign
Busting out of the normal mould in software marketing and winning the attention of a normally skeptical audience.
What we did
An online campaign to promote software to web developers needs to be more than outstanding – it needs to stand out. And this is precisely what we delivered for Micro Focus, a multi-million-pound global software corporation.
The client’s product - DevPartner - detects and fixes software defects. But keen to avoid the clichéd approaches to this dry subject, we created a troupe of distinctive 'bug' entities representing different types of software errors, as well as a colourful and energetic website to accommodate the characters. Called 'Bustin' Bugs', it invited visitors to try their hand at their own bug-busting - and see why DevPartner is different.
A banner link to Bustin’ Bugs was then placed in a number of carefully chosen websites used by the target market. To further entice, a competition for an Alienware high-end gaming laptop was run, with site visitors required to sign up for a free 14-day software trial – and supply their details – to enter the prize draw.
But the campaign didn’t stop there – we wanted to bolster our client’s credibility with this typically cynical market. So in order to extend their free 14-day trial to 28 days, these subscribers were later instructed to tweet about DevPartner, thus creating an ever-increasing circle of reputable followers and a lucrative marketing database for Micro Focus.