Here’s how Microsoft will promote Teams during the Olympics

By: Wajeeh Khan
Wajeeh Khan
Wajeeh is an active follower of world affairs, technology, an avid reader, and loves to play table tennis in… read more.
on Jul 20, 2021
  • Microsoft taps into a new audience for Teams with its "Ticket to Tokyo" ad campaign.
  • Kathleen Hall expects demand for Teams to keep strong in the post-pandemic world.
  • Shares of the multinational tech giant are up about 30% on a year-to-date basis.

Keeping in line with its history of advertising around the Olympic Games, Microsoft Corp (NASDAQ: MSFT) on Tuesday launched a new advertisement campaign it’s calling “Ticket to Tokyo” that set out to attract a whole new audience to its video and chat software, Teams.

The ad part of the campaign shows Tokyo residents giving a virtual tour of the Olympic Games via Microsoft Teams to people from around the globe who couldn’t attend because of the Coronavirus pandemic. Microsoft is not an official sponsor of the Games this year.

Microsoft taps into a new audience for Teams

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Microsoft’s proprietary business communication platform that competes with the likes of Zoom and Slack saw a sharp increase in demand last year as the pandemic restricted people to their homes, accelerating a shift to work-from-home arrangements.

With the new ad, however, the tech giant wants to establish that its app aims at helping people connect from oceans apart and not just meant for businesses. The ad that will run only in the U.S. will premiere on Friday during the opening ceremony broadcast.

The news comes shortly after Wedbush’s Ives picked Microsoft as the best cloud stock. Shares of the company are close to 30% up this year. The $2.1 trillion firm has a price to earnings ratio of 37.92.

Kathleen Hall expects demand for Teams to remain strong

Microsoft’s corporate vice president of brand, advertising, and research, Kathleen Hall, expressed confidence that demand for Teams will continue in the post-pandemic world. She said:

I think normalcy doesn’t look like the way it used to. I think normalcy is probably in the hybrid zone where you’re going to have employees in virtually every meeting. Some are there, some aren’t. So, I think the need and the use of Teams will continue.

The rising COVID-19 cases, including many athletes testing positive, have put Tokyo under a state of emergency. Earlier this month, Olympics organisers announced that this year’s Games will be held without spectators.

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