14 DAY TRIAL // The latest publicity stunt from Microsoft comes under the form of giant pushpins spread throughout Seattle in an effort to fuel the growth of Live Search Maps. The initiative is designed as an original promotion of Live Collections and Microsoft is coordinating the red oversize pushpins with thePushpinProject. "We started the Pushpin Project because we're fans of the underground. The dive. The one-of-a-kind Seattle," reveals a message posted on the thePushpinProject.
Going against the Mountain View-based search giant's Google Earth, Microsoft is trying to leverage the local flavors of the Seattle, getting the public to both support and adopt Live Search Maps via the the Collections custom feature.
"Live Search collections allow you to search, view, and plot points-on a local or national scale-on a map you can share with friends or the world-at-large. Use Live Search to give directions or recommendations, show areas of interest, highlight milestones or landmarks, or just for fun. Use Live Search Maps to chart and comment on your favorite restaurants, prepare a guided tour of your hometown, show fellow riders the best bike routes, or plot the tour schedule of your favorite band," reads Microsoft's description of Live Collections.
Microsoft did not think of the promotion all by itself. In fact it had the support of the Wexley School for Girls marketing agency. Seattlepi is reporting that former Windows group marketing manager Brian Marr and the Wexley School for Girls' managing director was intimately involved in the project. Belltown, Capitol Hill and Ballard are the company's top choices for Live Collections.
"Belltown is where the pretty come to play and bling is king. But underneath the gloss and glam lurk seriously kicking art houses, burgeoning rock bands, indie fashion and tasty bites. Capitol Hill, the Mecca of the hipster, alternative and artistic community serves as the fashion and musical heartbeat of the city. People watching is the best here, so sit back and marinate in the vibrant, raw energy of 'The Hill'. Ballard is the salt of Seattle, where you'll find blue-collar workers having a pint next to the indie elite. It's signature brick street boasts great live music, watering holes and shopping," Microsoft stated.