Y&R's Jonny Lang global winner of Microsoft Advertising Story Awards

The Microsoft Advertising Story Awards 2012, launched in January, invited marketers from 34 countries to submit a hypothetical digital media plan and creative idea for a brand or non-profit using Microsoft Advertising’s storytelling platforms, such as Bing and Xbox live.

For his winning entry, Lang used Bing, SkyDrive and Xbox Live to create a geo-located content and social network targeted at consumers of an alcoholic beverage brand.   

He said his “Dark Drop” creation is an “underground layer of the internet” that uses cloud computing and geo-tagging to create a social platform to bring drinkers together to share stories and make the brand an integral part of consumers’ nightlife experience.

Lang said, “It could be an app on your phone, or through a browser to get access to stuff based on where you are. It’s literally a drop where you can leave behind posts, streams and music for others to discover or for a brand to let people see new, exclusive content.

"The platform uses location to make that more interesting. The idea is that content is only available when your location matches the content tag.”

Lang added that he is keen to make the idea a reality, and is intending to talk to the brand about it.

Lang and McCann Digital’s Tal Schweiger and Nir Hersztadt—award winners in the non-profit category—won a VIP trip to the Cannes Lions International Festival of Creativity next month.