Challenge MASS APPEAL How do you appeal to a group that's traditionally been hostile toward you? Before the unveiling of its Internet Explorer 5 Macintosh Edition at MacWorld 2000 in San Francisco, Microsoft dealt with that very issue. The company needed to wow the Macintosh consumer market. Solution zipIE AND zOE TO THE RESCUE Martini Design produced, wrote and designed a whole package in Flash to spotlight the new IE5 features. This included the following: • A Web site featuring the recently introduced Internet Explorer 5/Outlook Express 5 cartoon characters, zipIE and zOE. The site's tone was fun and designed in bright colors. It linked to demos featuring zipIE and zOE and non-cartoon product demos. • Product demos to be distributed online and via CD-ROM. Martini Design produced six new automated demos showing off the new IE5 features. This included writing and producing the demo scripts. • Interactive Consumer CD-ROM Reviewer's Guide Martini also developed a CD-ROM marketed to the family and consumer market. This also carried the zipIE and zOE approach, and was distributed at MacWorld. Results A NEW FAN CLUB Microsoft was able to excite its current and new users about IE5's new features. The whole premise behind developing auto-demos is to highlight important and new product changes. While doing that, Microsoft's Macintosh unit also won over new fans because of Martini Design's ability to incorporate a consumer-friendly theme. Go to demos   ©2002, Martini Design, LLC.