Microsoft's Mobile and Embeded DevCon. is a conference that offers the most comprehensive training available on developing and managing Windows Mobile and Windows Embedded devices. It goes deep and gets technical on topics such as: application development in Visual Studio 2005 for Windows Mobile 5.0, support and security operations, configuration, security and reliability.

The Goal:

Mindseye, on behalf of Microsoft, contacted Dig Business, our US partner, looking for a fun and novel viral mechanic to market this year's conference to core players and early-bird registrants in the mobile and embeded devices arena.

The Result:

We created three Muglet dancers (Elvis, Geek & Showgirl) and a Muglet game (Gondolier), all with a Las Vegas theme, reflecting the location of the 2006 conference.
The viral was originally seeded by only a couple of official Microsoft blogs and grew to a peak avarage of 2 a minute being viewed, with over 120,000 views and 25000 created in the first five weeks alone with around a 3% conversion rate through to the MEDC site.
Try it for yourself here.