Microsoft launched the new version of Internet Explorer 9. An online campaign which spread over social media platforms and local online properties was created to drive traffic to a microsite where users can participate in a prize draw. Part of the campaign included the design and development of several IE9 specific feature implementations across different popular web properties in the region. The IE9 specific jump list feature or HTML5 apps where added to local sites with a high traffic rating. This way different user segments could be engaged by tapping into relevant online audiences and drive additional traffic to the site.