100 Years and 200,000 Babies Later: Swedish, Microsoft and Nordstrom Come Together to Celebrate Community

SEATTLE — May 6, 2010 — Swedish, one of the region’s largest and most comprehensive nonprofit, health-care providers, today announced that Microsoft Corp. and Nordstrom have joined them in celebration of Swedish’s 100th anniversary this year. All three Seattle brands have teamed up to expand the “I’m a Swedish Baby” Photo Contest in an effort to recognize some of the many babies born in Swedish’s health-care system over the past 100 years.

“Swedish delivers more babies than any other hospital in the state,” said Melissa Tizon, Swedish’s communications director. “People in the community often tell us how proud they are to have been born at Swedish, so we wanted to celebrate all of our Swedish babies as part of our 100th anniversary. We are very excited to work with Microsoft to create an interactive photo album using the latest multitouch computing platform. And given the historical ties, it’s a natural connection to put these Surface tables on display in the Kids’ Shoes departments at local Nordstrom stores.”

This week, Microsoft Surface units were installed in three Nordstrom locations including Downtown Seattle on May 3, Bellevue Square on May 4 and Alderwood Mall in Lynnwood on May 5. They will be on display throughout the month. Microsoft Surface will provide an interface for Nordstrom shoppers to learn more about the “I’m a Swedish Baby” Photo Contest, browse submitted photos, search for Swedish babies and read their personal stories. Using stamps, children will also be able to create virtual art work of stars, dogs and hearts on Surface as a fun activity while shopping. POP, a local digital agency, developed the interactive Surface application for Swedish.

Microsoft Surface is an innovative computing platform that responds to touch, natural hand gestures and real-world objects placed on the display, providing effortless interaction with information and digital content in a simple and intuitive way. With a large, 360-degree, horizontal user interface, Surface offers a unique gathering place where multiple users can collaboratively and simultaneously interact with content and each other. In addition, Surface provides businesses with unique value in delivering information and services in a more friendly way allowing better engagement with their customers.

“Microsoft Surface provides an ideal forum for showcasing Swedish contest entries with its multiuser, multitouch capabilities and massive touch screen,” said Panos Panay, general manager of Microsoft Surface. “The custom application from POP enables regular content updates and takes advantage of the collaborative, intuitive and social nature of Surface, ensuring Nordstrom shoppers stay apprised of what’s happening with the photo contest and have some fun at the same time.”

Swedish and Nordstrom have a longstanding connection since the medical center opened its doors in 1910. Katharine J. “Kitty” Nordstrom, the matriarch of the department-store family, was the daughter of Dr. Nils Johanson — the surgeon and Swedish immigrant who founded Swedish. Kitty Nordstrom was married to Elmer Nordstrom, former co-chairman of Nordstrom and son of John W. Nordstrom, founder of the store.

Third-generation family member and former co-chairman, John N. Nordstrom, the grandson of John W. Nordstrom, is also a member of the medical center’s board. Nordstrom tells his story in an online video.

“With our local roots in the community and our historic connection with Swedish, partnering to celebrate all the babies born at the hospital since its inception was a natural fit for us,” said Kendall Ault, spokesperson for Nordstrom.

How to Enter the “I’m a Swedish Baby” Photo Contest

Entries for the baby photo contest will be accepted online through June 1, 2010, in six categories including craziest hair, biggest sports fan, trick-or-treat, my first birthday, most adorable and I love my pet.

Each contest category will have a grand-prize, second-prize and third-prize winner. Grand-prize winners will receive a two-night stay for four people to Great Wolf Lodge and a $300 gift card to spend at the lodge during their stay (approximate retail value of prize is $1,000). Second-place prize winners will receive a $500 Nordstrom gift card and third-place winners will receive a $250 Amazon.com gift card. Winners will be notified on or about June 21, 2010.

Visit http://www.swedish100.org for full contest rules. Swedish partnered with digital agency, POP, to design and create the commemorative site.

About Swedish

Established in 1910, Swedish has grown to become the largest, most comprehensive non-profit health-care provider in the Greater Seattle area over the last 100 years. It is comprised of three hospital campuses (First Hill, Cherry Hill and Ballard), a freestanding emergency department and specialty center in Issaquah, Swedish Visiting Nurse Services and Swedish Physicians – a network of 14 primary-care clinics. In addition to general medical and surgical care, Swedish is known as a regional referral center, providing specialized treatment in areas such as neurological care, cardiovascular care, oncology, orthopedics, high-risk obstetrics, pediatrics, organ transplantation, general as well as robotic-assisted surgery, and clinical research. For more information about Swedish, visit www.swedish.org and www.swedish100.org.

About Nordstrom

Nordstrom, Inc. is one of the nation’s leading fashion specialty retailers, with 192 stores located in 28 states. Founded in 1901 as a shoe store in Seattle, today Nordstrom operates 114 full-line stores, 75 Nordstrom Racks, two Jeffrey boutiques and one clearance store. Nordstrom also serves customers through its online presence at http://www.nordstrom.com and through its catalogs. Nordstrom, Inc. is publicly traded on the NYSE under the symbol JWN.

About POP

POP is a leading digital agency that crafts experiences for the web, mobile devices and emerging digital platforms for Fortune 1000 brands, including Target, Amazon, Electronic Arts, Microsoft, and Epson. Founded in 1996, POP has 120 employees with offices in Seattle and New York. To learn more about POP, visit www.pop.us.

About Microsoft Surface

Microsoft Surface brings to life a whole new way to interact with information and digital content that engages the senses, improves collaboration and empowers consumers. By utilizing the best combination of connected software, hardware and services, Microsoft is at the forefront of developing a massive multitouch, multiuser technology that fundamentally changes the way people use computers. Surface enables new experiences for users to interact with digital content, in a more natural, easy and social way. In addition, it provides new opportunities for companies to better engage with their customers and extend their brands. More information can be found at www.surface.com.

About Microsoft

Founded in 1975, Microsoft (Nasdaq ‘MSFT’) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

Note to editors: For more information, news and perspectives from Microsoft, please visit the Microsoft News Center at http://www.microsoft.com/news. Web links, telephone numbers and titles were correct at time of publication, but may have changed. For additional assistance, journalists and analysts may contact Microsoft’s Rapid Response Team or other appropriate contacts listed at http://www.microsoft.com/news/contactpr.mspx.

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