To promote its Windows 7 phone, Microsoft brought to life its personalization feature, in the form of shadowboxes (those glass-covered display cases) featuring dolls hand-sewn to resemble 60 national bloggers.
Hub Strategy, the agency behind the campaign, played off the Windows Phone 7's "Live Hubs" feature that allows users to personalize their start screens with calendar, photo and email tiles.
The mobile concept took on a more physical and personal meaning when handcrafted shadowboxes arrived at bloggers' doorsteps. Each shadowbox included two Windows Phone 7s, one for the blogger and one to give away to a reader, via online contest.
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