MICROSOFT SQL SERVER, DATABASE COMPETITIVE CHALLENGE :: viral video, e-mail campaign, and viral game website

Martini Design was asked to produce a unique campaign that would encourage Oracle database administrators to give their contact information to Microsoft SQL Server sales staff. Martini created an online contest with a funny viral video and online game that portrays SQL Server 2005 as a cost-effective, intuitive alternative to Oracle 11g, which is depicted as a complex, ineffectual, and expensive corporate product.

The campaign was a success. Users visiting the website had a 15 percent conversion rate for sign-up and registration. The version of the video contributed to a 200 percent rise in hits in just one week. The video also was posted to five different database blogs within 24 hours of being released.