MSN “Under the Butterfly” : Helps Boys & Girls Clubs of America

MSN is sponsoring “Under the Butterfly,” a pilot program geared toward helping boys and girls across America while guiding customers to unique content across MSN channels. The Under the Butterfly campaign will help raise funds for more than 3,900 Boys & Girls Clubs of America.

A Microsoft press release explains the project -

The Under the Butterfly campaign, a pilot program launched in April this year, is designed to generate interest and engagement for MSN customers by pointing them to specific and unique content available across the MSN network.

When customers visit certain channels, such as the MSN homepage, MSN Autos, MSN Entertainment, MSN Money, MSN Lifestyle, MSN Travel or MSN Health, they’ll notice the butterfly briefly fluttering its wings, inviting them to investigate further. If they move their cursors over the butterfly, a creative execution called a “Flutter” appears, which provides interesting or funny information associated with the current page and links to relevant content found deeper within the MSN network. These Flutters are designed to bring relevant and varied content to the surface—MSN content that many customers may be unaware of.

Of all the Flutters that appear on MSN from now until the end of June, more than 2,300 of them will be prizes designed to reward users in the United States for being a part of MSN. Customers who discover a sweepstakes Flutter can keep the prize or have MSN donate the cash equivalent to BGCA. Visit the Set the Flutters Free Web Site for a MSN fluttering experience.