#WindowsUglySweater

 

In 1995 a Microsoft Windows legend was born. 24 years later the zeitgeist of nostalgia was stronger than ever, as we unveiled the re-imagined “softwear”.

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Back where it all began...

The idea started in 2016 as a single-use graphic using old logos as sweater patterns, but a thought was planted deep in the team’s mind:

What if we really did make these sweaters?

 
 

 
 
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Knit where?

Fast forward two whole years, and the Windows social team finally got the approval to follow through.

When the sweaters had been made, we offered this single post as a tease. Many fans picked up on the pun, and started guessing a variety of wearable knit nostalgia.

 

 
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The Beauty of Ugly

The announcement blew up not moments after it was posted. At 2:15 on a Thursday, we were glued to our screens, watching as fans poured their collective hearts out vying for a sweater.

Without any paid promotion, this Tweet shattered our engagement records for the @Windows handle.

 

Hard Numbers? You got ‘em.

 
 

 

With so many replies from fans, I had opportunity to flex Windows’ more playful brand voice.

Through these conversations, I and my team were able to select a few lucky winners for a sweater of their own.

 

 
 

It was a thrill watching so many people enjoying their sweaters. Even Microsoft’s Chief Marketing Officer, and Vice President of Modern Life & Devices got in on the spirit!

 
 

 

By the time all 100 sweaters were in fans’ hands, Twitter had recognized the fervor and collected the best images to be shared in a Twitter Moment.

Take a look!

It didn’t stop there.

We broke the social media wall and the sweaters began to get traditional press outlets talk, too. It was a whirlwind:

 
 

I know what you’re thinking… Did Connor get a sweater? We’ll have to meet over coffee so you can find out.