MØ x Surface

- in CASE STUDIES, The Drum
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Overview of Campaign

The challenge: How can we make a product that is perceived as technically superior get emotionally under the skin of consumers? How can we highlight the possibilities and relevance of digital creativity and productivity in a fast-moving, globalized world?



The solution: Genuine fan engagement, world-wide co-creation and a match between one of the most interesting stars of the popular music landscape, MØ and Microsoft’s Surface Pro 4.

MØ is the voice and songwriter behind one of the most streamed tracks of all time on Spotify, “Lean On”. With over 50 million views on her recent single “Final Song” and a feature on the Major Lazer single “Cold Water” with Justin Bieber, she has established herself as a true popstar.

Fascinated by her creative fan base and the fanzine culture of the 70’s and 80’s MØ sought to get closer to her fans and to collaborate with them while bringing the concept of the fanzine in to the 21st century. Microsoft provided the perfect technical solutions to fulfill this dream.

After a call for submissions the fan-contributions started pouring in to a digital notebook created in Microsoft’s OneNote. More than 400 fans shared their drawings, photographs, poems and collages with the singer.


As the editor of the fanzine MØ used her Surface Pro 4 and its unique pen to assemble and remix collages of the fan art. This happened while she was touring and recording her new album, with the Surface Pro 4 functioning as the ideal device for her on-the-go creativity and productivity.

The fanzine titled “Empty Billboards, Overloaded Minds” was distributed at merchandise stands at selected MØ shows on the singer’s tour as well as online through the Microsoft’s Sway-software, which also functioned as a blog depicting the creative process. Fans from all over the world were also involved in distributing the fanzine on secret city locations sharing their personal stories using #MOxSurface on Facebook, Twitter and Instagram.


Key results and learnings

A key learning is – once again – fans showing their willingness to engage and participate when artists turn to them for creative collaborations. This ties fans even closer to their beloved idol, and at the same time fans are a strong below the line driver for an above the line campaign targeting both specific and broad audiences.


MØ x Surface connected Surface Pro 4 strongly to young, creative consumers in a campaign that ran across 12 European Countries and reached more than 30 million consumers around the world. The campaign KPI was to boost awareness and consideration, and it performed excellently.

More than 400 contributions have come in from fans. Fans from more than 30 countries participated and drew communications across MØ and Microsoft channels. The fanzine was distributed by local fans in more than 20 countries. The fanzine was shared at MØ shows in 21 European and UK cities.


Basic info:

Agency: Volume

Campaign info:

Artist name:

Artist label: RCA/Sony Music


Audience Demographic:

Female: 25%

Male: 75%

Age group: 25-45

Location: Campaign, Western Europe. Fan engagement, world-wide.

Team members involved

Karen Marie Ørsted, MØ

Bjørn Nielsen, manager MØ

Sara Høyer Kragelund, Marketing & Communications Manager, Microsoft Danmark

Peter Elers, Sr. Category Manager, Microsoft

Johannes Dybkjær Andersson, Creative Director, Volume

Camilla Kempf Pallis, Project Manager, Volume

Emil Sørensen, Coordinator, Volume

This case study was originally published in the 2015 Global of Edition of Best of Branded Content Marketing (BOBCM), co-edited by Justin Kirby and Greta MacFarlane.

About the author

Justin Kirby is a consultant, educator and thought leader with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judge industry awards, and advise brands and agencies.