Razorfish reveals role as Digital Agency of Record for New KIN Brand

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Since January 2009 Razorfish has been a strategic partner for Microsoft's launch of KIN

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Mobile is the fastest growing technology segment so helping introduce KIN to the world was a huge opportunity for us. We proved early on that we understood the audience and focused on putting digital at the center of launch. We pushed the boundaries with technology and creative and our work is a testament to this as well as our capabilities.

Razorfish announced today its role as lead digital agency partner in the launch of the Microsoft KIN phone, which Microsoft unveiled today. KIN is a new brand and the ultimate social experience from Microsoft that combines the phone, online services and the PC.

Razorfish partnered with Microsoft early on to help with digital strategy, product development and creative execution. The strategy focused on reaching out to consumers in the places they're already spending time, such as social media sites, and driving them to the brand website (KIN.com) where they can have an immersive brand and product experience.

Carrie Hogan, Razorfish account director for the project, said, "we wanted to give people the opportunity to really 'feel' the brand and to try out the product in a powerful way so we put an emphasis on immersive videos and the use Facebook Connect to create a personal appeal to our audience."

Razorfish also partnered with Microsoft to develop a web service known as KIN Studio which is a Silverlight-based experience that mirrors your KIN phone on the web. It automatically syncs information - messages, contacts, photos, videos - from the KIN phone to your own secure website and is accessible anywhere there's a computer.

"KIN gives people a new way to share and to stay connected with the people and things they love," said John Starkweather, Director of Digital Marketing for KIN. "We chose Razorfish as our lead digital agency because they understood our target audience and had a compelling vision to make KIN come to life across the web. Their strong technology and design skills were instrumental in the development of both the digital marketing efforts and the development of Studio, which Razorfish worked side-by-side with our engineers to create using Silverlight."

Hogan said, "Mobile is the fastest growing technology segment so helping introduce KIN to the world was a huge opportunity for us. We proved early on that we understood the audience and focused on putting digital at the center of launch. We pushed the boundaries with technology and creative and our work is a testament to this as well as our capabilities."

Hogan also noted that since Razorfish won the KIN account through a competitive RFP process in January 2009, the agency's role has grown from designing the brand website to more comprehensive marketing support, including digital strategy, creation of brand and product videos, product development, digital measurement, organic search, interactive retail and more.

About Razorfish
Razorfish creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients' business needs, such as launching new products, repositioning a brand or participating in the social world. With a demonstrated commitment to innovation, Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald's and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe's (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center. Visit http://www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.

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Katie Lamkin
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