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This software giant wanted to drive upgrades of its most recent release and chose to focus on the entertainment features of its software package. MJM connected them with entertainment-seeking audiences and leveraged their marketing dollars to the fullest by linking them with the Loews Theater Summer Blockbuster Tour, already targeted for high-profile, high-attendance entertainment events throughout the country. The wildly successful street marketing campaign, which included a viral marketing component, generated nearly one million Face to Face interactions and boosted “intent to upgrade” scores to 38 percent.
