We hired improv guru Greg Proops of “Who’s Line Is It Anyway?” fame to add levity to a web developer conference in Las Vegas. Devs are one of Microsoft’s most vital audiences, so their opinions are valued and measured regularly. With research showing a dip in customer satisfaction, Proops put these technical, self-described “web-geeks” at ease by appealing to their lighter side. We cut together numerous comedic vignettes, which were then used in community blogs and in “send to a friend” links. The result created some great viral spread and generated positive exposure for Microsoft, increasing their “likeability” among devs because of the campaign’s unexpected approach and use of humor.