In launching the Surface, Microsoft wanted to create social validation and momentum by showcasing real-time Twitter and Facebook conversations.
Creating a destination within Facebook for brand advocates and prospective consumers to learn what others are saying about the Surface meant Microsoft could connect with consumers where they were already aggregating. Partnering with Mass Relevance, the brand was able to discover, filter, and re-display only relevant conversations happing in real-time on Twitter and Facebook. The dynamic visualization lived within the Facebook page for Microsoft Surface and updated dynamically as new, approved content was generated. Visitors could interact with the content to further amplify the conversation and view embedded links and images.