To boost perception and drive adoption of Internet Explorer 9 among technology trendsetters and ultimately the masses, we created “The Battle for Beauty”, a truly interactive multiplayer game built in HTML5 and designed to demonstrate the possibilities of IE’s newest browser (rather than boring technical details). Online throughout June and July 2011, IE9 users battled for a more beautiful web by eating evil critters representing the Ugly side of the web. In turn, these ugly critters were played by non-IE9 users, thus incentivizing them to download and upgrade to IE9 for a more beautiful web experience.

But what really took The Battle for Beauty to the next level was its truly interactive aspect: exclusively on June 10 and 11, we hosted a nighttime event in a downtown Toronto parking lot, projecting the game live onto massive screens and allowing passersby to interact and team up with online-players by throwing balls at critters. In short, we brought the battle to life, allowing for simultaneous interaction both on- and offline. More than 12,000 critters were hit over the two nights of the event!

The game/event were supported by web banners, an email blast and other Microsoft network placements. The game/event were also promoted through social media efforts: a Facebook event and fanpage Wall posts, a Twitter account and a “behind-the-scenes” Tumblr blog were all put in place to generate interest and buzz.

In the end, all components greatly exceeded client expectations: with over 1,200 people visiting the event and nearly 2 million impressions reached. The event was reblogged over 30 times and mentioned in over 750 Tweets and re-Tweets; while the Tumblr destination received more than 700 visits, with a 60% video completion rate. But the greatest reward? Event visitors provided very positive raw feedback on both the stunt and IE9 product.