Passenger and Microsoft Give a Voice to Generation Y with
Project KIN
Private Online Community Drives Insights, Innovation and
Ambassadorship for KIN Phone
LOS ANGELES--(BUSINESS
WIRE)--Passenger, a leading provider of private online community and
Social CRM
software and services, today announced Microsoft Corp. tapped the
company for Project KIN, a private online community built to gain
insight into the lifestyle and mobile communication preferences of
Generation Y. With more than 2,000 members, the Passenger-powered
community contributes insights, creative ideas and brand advocacy
that
directly impact the product development and marketing of the KIN
phones.
?By showing customers how their input affected the
ultimate
outcome of important product design elements, Microsoft fostered a
stronger connection with their core audience and the KIN brand. As
a
result, Microsoft built an army of ambassadors spreading the
gospel of
KIN directly among their peers.?
?Microsoft?s Project KIN proves how private online communities can
not
only deliver real-time customer insight and cost-effective
innovation,
but also inspire passionate brand advocacy,? said Steve Howe, CEO,
Passenger. ?By showing customers how their input affected the
ultimate
outcome of important product design elements, Microsoft fostered a
stronger connection with their core audience and the KIN brand. As
a
result, Microsoft built an army of ambassadors spreading the
gospel of
KIN directly among their peers.?
Beginning in 2008, Microsoft has used Passenger?s robust community
application to design activities and events to engage members of
Generation Y. With no monetary or product incentives, and
initially no
indication of the brand behind the project, the community has
grown to
2,000 members. Many community members contribute on a daily basis,
using
Passenger?s media-rich community software to upload photos and
video
segments of their daily lives and provide feedback on features and
functionality. Input from the community has affected the outcome
of
important design element, including the QWERTY keyboard, camera
and
flash, the Zune player and length of battery life. In fact, the
signature feature of KIN phones, the Studio ? a Web service that
automatically synchronizes messages, pictures and videos from KIN
phones
? is the direct result of input from Project KIN participants.
Passenger?s easy-to-use application and experienced services team
have
helped Microsoft create more intimate connections with the Project
KIN
members. Community managers can initiate direct conversations with
the
most loyal and vocal members, called ?favorites,? and reward their
participation with access to insider information and special brand
experiences. By starting small and building real one-on-one
relationships, Microsoft has cultivated ambassadors now spreading
their enthusiasm for the KIN brand throughout their larger
social networks.
Click here
to see an interview with a Project Kin member and a video about
Project
Kin.
About Passenger
Passenger social software powers private online communities for
the
world?s leading marketers and top social brands. Passenger
communities
provide real-time customer insight and cost-effective innovation,
while
driving ambassadorship and increased efficiencies in market
research.
The Passenger application, delivered Software-as-a-Service,
combines
market-leading social networking, collaboration, media, research
and
analytics features into a single intuitive interface. Passenger?s
knowledgeable Client Services and Community Insights teams provide
thought leadership and maximize community value for clients such
as JC
Penney, Coca-Cola, Mercedes-Benz and Fox as well as ongoing
support for
self-service, channel and agency partners. Founded in 2005, with
offices
in Los Angeles, Palo Alto and New York City, Passenger is
privately held
and funded by Shelter Capital Partners, StarVest Partners and
Steamboat
Ventures.