After enlisting the former San Antonio Spur Tony Parker, Microsoft moved forward with their three-stage plan. The first stage, launching in October 2022, would be a 10-second video of Parker announcing an exclusive interview between him and Windows to be broadcast on Twitch and Fire TV. The second stage launched on interview day—when released, Microsoft booked the hero: the main placement of the gateway on Amazon.fr. The video itself was hosted on a custom landing page. The final stage, after release, consisted of 30-second clips cut from the larger conversation. Those clips showcased the benefits of Windows, and focused on individual audiences and how they might use the OS (such as cloud gaming or Teams). Importantly, this third stage of the campaign ensured that those videos redirected to Windows 11–compatible PC deals during Black Friday.
The key to the campaign hinged on Parker’s interview, a 26-minute conversation that relied on Parker’s personal story with basketball and Windows to make an emotional connection with audiences. “He was able to talk about how he uses Windows in new ways as a businessman but also as a father, with Windows x Xbox Cloud Gaming,” Fabre, the retail partner executive, added. The campaign instantly caught the attention of staff working on the campaign, with Fabre noting that some of their PC OEM partners noticed the campaign and asked if they could integrate their brand in the campaign.