Microsoft has a new interactive ad campaign in China for Windows Phone. Cortana, which may go as 'Xia Na' in China, is displayed in a commercial, and then personified through actors in real life.
The commercial features a blue circle/orb that characters press, resulting in Cortana showing up next to them. You probably won't be able to understand it, but you can see the gist of what Microsoft is going for. Check out the video embedded below.
These same characters are also seen across China interacting with people, and informing them about Windows Phone and Cortana. Cortana herself seems to feature a QR code, enabling virtual access to information, even as a real person.
These type of commercials usually end up resulting in good PR. Not only do the people that actually interact with the characters in real life leave amazed, news sites write about it. The more interesting a commercial or PR stunt is, the more attention it will get, even if the budget isn't spent on coverage directly.