Microsoft partnered with Dell and Product Red to drive PC sales while supporting AIDS relief in Africa. The challenge: connect a technology purchase to a humanitarian cause in a way that felt authentic and moved people to action. We created a branded interactive mobile karaoke experience and deployed it in Chicago and San Francisco turning the activation into participatory entertainment that made the cause tangible and fun. Local media amplified the message and sales of Product Red PCs increased 5% regionally within one week.