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Adobe
Adobe Acrobat 9 Ultimate Tourney Guide

RAN IN: United States

CLIENT
Adobe Systems

Steve Weeks, Sr. Manager, Media Planning

AGENCY
Goodby,Silverstein & Partners *Lead Agency

Joshua Spanier, Director of Communications Strategy
John Thorpe, Director of Brand Strategy/Associate Partner
Johanna Poch, Communications Strategist
Joel Giullian, Account Manager


ESPN

Galen Archibald, Account Executive, Online Sales


SUMMARY

Last year, Adobe released a radically enhanced version of its office software, Acrobat 9 (A9). But after so many earlier versions, how could we get office workers excited about A9? We needed to show off the product enhancements within content the audience cared about. Using A9 technology, we revamped ESPN's popular NCAA tournament challenge. Users interfaced directly within A9, turning the product into a new creative medium. Awareness of A9's features increased - some almost 80%! Downloads of A9 increased by 70%, averaging 16,500 downloads/day and over 230,000 by campaign end.

CASE VIDEO


Hero Medium: Interactive

Type: Business to Consumer

Classification: National

Language: English