As part of it's overall strategy for Windows XP, Microsoft's 2006 marketing objective was to establish Windows XP as a photographic tool in a photographic environment. Crucial to this was the need to educate users on the key benefits of the XP digital photography tools. Ultimately the aim was to drive sales of Windows XP to those potential customers interested in digital photography. An approach was constructed that was under-pinned by the need to truly engage Guardian readers and Guardian.co.uk users with the Microsoft / Windows XP brand.

The objective was to establish Windows XP as a photographic tool and the aim was ultimately to drive sales to those potential customers interested in digital photography

The project solution proposed by Guardian News and Media was spearheaded by a competition - the Windows XP Weekend Photography Prize. The competition launched as a spread in The Guardian Weekend magazine, culminating in 'up pages' in three different editions of the magazine to showcase the competition winners and further Winners' assignment coverage in a fourth edition. This was further supported by a winners' event and exhibition at The Proud Gallery. An interactive microsite was also designed, built and hosted on Guardian.co.uk at guardian.co.uk/weekendphotoprize.

Traffic to the microsite exceeded expectations with more than 230,000 page impressions in ten weeks and over 50,000 unique users. Average dwell time was in excess of four and a half minutes per user. Data capture was also strong with record competition entries of almost 9,000. In terms of brand response and purchase intent the microsite also proved its impact. Microsite visitors were 21% more likely to upgrade their operating system to have access to digital photography software and tools.

With XP centred on digital photography, Guardian.co.uk proved a natural home to express the technical strengths of the product. Digital and print platforms were incorporated into a competition - the Windows XP Weekend Photography Prize - providing the ideal platforms of full colour print and digital/online photography. The strong campaign results bear out the success of the idea and its execution. The approach of combining both print and online platforms was evident and the two media combined well to enhance recall and awareness.