To kick off its latest brand positioning and earn a little good will among media planners and buyers, Microsoft Advertising has sponsored a food truck to deliver free meals to media agencies.
The truck is scheduled to make 15 stops this week, and appeared Monday morning near the Toronto offices of Mindshare, Mediavest and Starcom.
While on site with brand representative “storytellers” and food servers from experiential agency Mosaic, Microsoft is also interviewing agency staffers to generate content for its upcoming ad campaign. Quotations and interviews from the event will populate various online ads. Videography is being provided by Wunderman.
According to Andrew Assad, content and propositions marketing manager at Microsoft Advertising, the new brand positioning “revolves around Microsoft Advertising enabling brands to tell their stories via our screens, our scale and our technology.”
However, given how busy media professionals are, Assad added that the food truck “was also a customer appreciate lunch. We’re bringing lunch to them. We understand this audience and they can’t get out often.”
