Following the announcement of Project Natick’s Phase 2 results on Monday, the “wild experiment” has seen increased attention as influencers continue to recognise the research is “less crazy than it sounds.” Called a “bizarre idea”, ”wild and creative”, and even “Davy Jones’s data-centre”, the effort has driven articles around the world, spanning a variety of audience types including top press, tech forums, business platforms, policy focused communities, sustainable media and channel press.
The photography and film have also featured on the Microsoft website –
and performed strongly on their blog, YouTube channel, Twitter, Instagram and LinkedIn feeds.
Across all audiences the reliability of the underwater solution was a key point and overall, articles highlighted the project’s overall success and “promising findings” while illustrating Microsoft as an innovator with a customer-led focus. The “high-quality imagery” was noted as a contributing factor to the success of the coverage. Steve Clayton’s (Chief story teller at Microsoft) Friday report commented that “There are a ton of lessons we’ve learned from this experiment that will improve the sustainability of datacentres on land and underwater in the future. I share the story for two reasons beyond the tech though – the first is, it’s just beautifully told story that embraces the power of visuals to draw you in. The second is to celebrate the audacity of the idea”.