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Mainstream Press "Cringes" At Win7 Launch Parties
lurking_giant writes "Well, Microsoft has done it again with the YouTube Windows 7 launch party video that is turning the stomachs of even the mainstream press with its clueless and campy marketing style. A Washington Post reader was quoted as saying 'If Microsoft had been put in charge of marketing sex, the human race would have ended long ago, because no one would be caught dead doing something that uncool.'" Even the Guardian's resident die-hard Apple hater calls it "the most nauseating advert in history."
This thing is so vomit-inducing that everyone is talking about it and many who would not have watched the video actually did. As a case of viral marketing, I'd say it is brilliant. Few viruses can make you puke just by looking at them.
Wow...it took them over 3hrs to film that short 6 minute PSA. Not only was it horrible, but the actors involved didn't even believe what they were pitching.
Who are they marketing to?
The Windows 1.0 video was intentionally a joke video made for the annual company meeting shown to employees.
I'm actually hosting one of these, but we're also going to be doing comparison demos of Ubuntu and Snow Leopard. In addition to the Windows 7 junk that comes in the party kit (including a free copy of Windows 7 Ultimate), I will be giving out LiveCDs and and discs of free software.
I think Windows 7 is a marked improvement over XP (I have been using it fulltime since the beta), but friends help friends find what's best for their situation. I have die hard Windows/Mac/Linux friends, so doing it this way is a chance for everyone to explore something new--even if I have to make an excuse like a Windows 7 party to do it.
We're all hypocrites. We all have hidden parts, it's the contrast between them that make us more a hypocrite than others
It got attention. Isn't that the point of marketing?
Not entirely. Take the Taco Bell Dog as an example. From Snopes:
In July 2000 fast food giant Taco Bell (a subsidiary of Yum! Brands, Inc.) did the ostensibly unthinkable: it abruptly ended what appeared to be a highly successful ad campaign that had worked to establish this memorable brand identity. Seemingly out of the blue, the corporation announced it would no longer feature the wise-cracking Chihuahua in its ads. Though the Taco Bell dog might make cameo appearances in subsequent commercials, he was being retired as company spokespooch.
The reason behind the move was simple enough: the dog, though beloved of consumers, wasn't working magic on the company's bottom line. Though Taco Bell had succeeded in creating a cultural icon, the resultant symbol wasn't inspiring a great enough segment of the fast food-buying public to make a run for the border. Same-store sales were down 6 percent in the second quarter of 2000, a result the company could only regard as alarming and a certain sign that changes had to be made.
So while Microsoft's marketing may bring smiles to churro vendors everywhere, it doesn't mean the attention is really getting anything for Microsoft.
...and yet, there's something like a 90% chance that you will buy their product
Far fewer than 90% of people actually ever buy a Windows product. They may buy a PC (still, nowhere near 90%, but I'm not going to quibble here), but they generally *aren't* particularly set on Windows specifically.
Does it matter that it's a horrible marketing attempt if the goal of the company is still accomplished?
MS's goal isn't met, hence the ads. They want everyone to run out and buy Windows 7. This won't happen. They want PC makers to not sell Linux. This won't happen. They want Apple to fail. This won't happen. Calling 90% (or whatever) to be MS's goal is like running with football, then drawing an end zone around the spot where you were tackled.
In reality, there was a lot of fanfare with Windows 95 and 98. ME broke a bubble but Windows 2000, where DOS was finally dealt a death as an underpinning, was a comparatively big deal. There was fanboyism that in turn, gave Microsoft a lift into data centers where they'd never been allowed before. The rest of history is as we know it.
So yeah-- they had and even may have fanboys. Linux once really sucked, despite its philosophical underpinnings. Apple's MacOS wasn't the sharpest knife in the drawer, either. Things change.
---- Teach Peace. It's Cheaper Than War.
As to why people are hosting these parties, free software is the answer. Party hosts get a free copy of Windows 7 and some promotional crap to distribute to their "guests". All you have to do is organise some form of party and claim its a release party. Plenty of these parties will just be a host and some fictitious guests. Microsoft PR will happily take the raw numbers and use them in future advertising (ie x thousand parties worldwide and y million guests). I can see why the PR clowns thought this was a good idea, since they don't live in the real world and have no idea how most people perceive Microsoft and its products.
Not even. Essentially what they are doing is kickstarting a quality viral campaign. Snigger all you want at the ad, that's what they want you do do. They produce ads that are so embarrassing that the message is really clear: "oh, did you see the lame ad, these guys should stick to doing what they do best, which is programming. Win 7 is actually quite good you know."
The implied contrast is: "Apple is all about good marketing."
Let's face it: we geeks all do the same thing. When you show up with your dirty beard, beer gut, suspenders, blackened coffee mug, you are telling the world "everyone values my competence so much that I don't need to sell myself via superficial means."
Same with Zunes and squirting and all that.
I think you're right about what they're attempting, but not that they're failing.
They're not trying to make themselves look cool, because as you say, they sell a ubiquitous product. What they are doing is setting their customers up to feel hip. The advert makes it very easy to sneer and feel superior to the awkward geeks portrayed by the actors on screen. People like to feel superior, they even feel more graciously disposed to their 'inferiors'. They might even hold ironic or deliberately grungy versions of the Win 7 parties themselves.
So, as alert consumers, you have to ask yourself one question:
"Which is more likely, that an advertising agency with a virtually unlimited budget would make such a truly amateurish video, or that you are being subtly manipulated?"
Do you feel lucky? Well, do ya, punk?
"I've got more toys than Teruhisa Kitahara."
OMG no. You get balloons, a deck of cards, napkins (napkins?!) and free copy of Windows 7 Ultimate. You're suppose to install it on your computer and become familiar with and demo it, but since I've had a copy since the RTM was released last month, I'm just going to raffle it off.
Most of this crap isn't even going up, but here's the full list of junk:
-One limited Signature Edition Windows® 7 Ultimate
-One Deck of Playing Cards with Windows® 7 Desktop Design
-One Puzzle with Windows® 7 Desktop Design
-One Poster with Windows® 7 Desktop Design
-Ten Tote Bags with Windows® 7 Desktop Design for hosts and guests
-One table top centerpiece for decoration
-One package of Windows® 7 napkins
Also included in USA party packs:
-One package of streamers for decoration
-One package of balloons for decoration
Looks like the rest of the world gets the shaft, what with no balloons or streamers...
We're all hypocrites. We all have hidden parts, it's the contrast between them that make us more a hypocrite than others