Bradley and Montgomery Wins OMMA Award for Its Microsoft Internet Explorer 9 Work

INDIANAPOLIS--(BUSINESS WIRE)--Independent advertising agency Bradley and Montgomery (BaM) has been named a winner at the 2011 OMMA Awards in the Best Video: Brand Integration/Product Placement category for its interactive video experience for client Microsoft’s Internet Explorer 9 (IE9) launch. BaM’s award-winning work was recognized at last evening’s OMMA Awards, which celebrate the year’s best in online media, marketing and advertising.

“It’s one thing to have a YouTube celebrity showing a new product in a video and hoping it convinces the viewer to try out the product themselves”

Instead of relying on the conventional route of putting the product in the hands of a YouTube celebrity, BaM’s video caught the attention of the judges and consumers alike by putting the YouTube celebrity in the product. The agency enlisted Mike Tompkins, a YouTube sensation who creates a cappella remixes of popular songs, to star in a video showcasing IE9’s new features. To encourage listeners to download IE9, BaM designed this interactive video remix experience to only be available to those who view the video in the newest version of Microsoft’s popular browser. BaM licensed Katy Perry’s hit song “Firework” for Tompkins to perform and collaborated with Archetype, to produce one of the most multi-faceted HTML5 audio and video experiences created to date.

Since its unveiling at Microsoft’s IE9 keynote presentation at the 2011 South by Southwest Conference, the video has steadily climbed to more than 3 million views, 43,000 Facebook “Likes” and has generated nearly 10,000 comments, all while proving to be an effective tool that links interactive experience with the performance of IE9.

“It’s one thing to have a YouTube celebrity showing a new product in a video and hoping it convinces the viewer to try out the product themselves,” said Ben Carlson, chief strategy office for BaM. “We turned the traditional approach on its head by designing this experience specifically to ensure viewers tried the product themselves, right at that moment. By creating an experience that leaves viewers no choice but to fully immerse and engage themselves in the product, the video exceeded all expectations and will serve as a benchmark for future online product placement videos.”

BaM has been creating engaging online experiences for clients such as Microsoft, Sony and MTV since 2006. As a fast-moving, independent project agency, BaM works alongside some of the best agencies in the business to create impact and produce results – quickly.

About Bradley and Montgomery

Advertising agencies are built to meet expectations, creating commercials that fit inside of predetermined media holes. Bradley and Montgomery (BaM) is a full-service agency dedicated to creating unexpectations for its clients and audiences: magnetic destinations, events, and sharable artifacts that attract people to them-under their terms and circumstances. A project agency that can work alongside a traditional agency of record, BaM works with some of the world's biggest brands, including Microsoft, VH1, MTV and JP Morgan Chase. BaM has been recognized at The Webby Awards, The One Show, won Best in Show at the 2006 Creative Media Award, and named a winner at the 2011 OMMA Awards. Its campaigns have been profiled in The Wall Street Journal, The New York Times, The Los Angeles Times and Fast Company. For more information, or to find out what's new, visit BaM online at www.bamideas.com.

About Microsoft

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.