For the last few months, er years, Microsoft has been getting their assets handed to them as Apple tears into their brand with the “PC vs Mac” clever ads.
Microsoft has launched a new campaign with at least two phases, the first one showing Seinfeld and Gates acting as “normal guys” at the mall, at home, on the road. Most tech heads didn’t get it, but for the mainstream everybodies, it may have resonated. The ads may have been stalled, the reports contradict.
The second phase, which launched last night, extends the “everybody is a PC” theme shows some highly structured actors (including the lovely Eva Longoria) showing how they’re a PC.
I figured out that the theme was “everyone is a PC” which is a differentiator from the elite feeling of Mac for young urban 20 something year olds, to the rest of the business and work world.
So what could Microsoft (And their agency Crispin Porter + Bogusky) do to resonate and win this campaign? Allow anyone to publish their photos, videos how they are a PC. They currently have these features in their campaign site, (link via Andrew Finkle) but they are buried a few clicks away, and they even require a fan to submit their age.
What should Microsoft do?
Create YouTube Video Templates that have the same video start and end (called bumpers) and have a seperate MP3 track that can be added in the background Create a set of tags “ImaPC” or “PCpride” or “everyonePC” that makes the videos easy to find Next, aggregate the videos onto one page, making them easy for folks to find. Create a voting campaign allowing users to add points to the videos they enjoy the most Use these user created videos in actual TV and web advertising Allow negative videos to be included, and showcase these on the web Elevate these social features right on the campaign page, expand to Facebook, LinkedIn, and where else creators and joiners exist.
To take the win, Microsoft should let the people lead, create, and own the campaign, Jerry and Bill can share the spotlight, reframe the campaign on creators. I see there site is hinting at this, and it maybe in their plans, but I’d expect them to crank this user created feature up.
If you agree that Microsoft should elevate the opportunity for everyone to show how they are a PC, leave comment below, maybe, just maybe, they’re watching.
Update: Microsoft is putting the ads on Times Square in NYC, a good start –but don’t forget to republish across the web. (link via Paisano)
Update 2: Dennis McDonald did a “Worldle” analysis (Tag cloud) of all the words used in the following comments. What’s being screamed? “Campaign, people, PC, microsoft, pc, mac”
The key point of the conversation here is how social media can be used to facilitate greater, and easier interaction with the brand and the campaign.
Debating the campaign strategy and objectives while not knowing the details sends us down a rabbit hole towards the religious war that has existed since Apple and Microsoft each gained momentum in the market.
To Jeremiah’s point: Crispin Porter Bogusky has created a campaign that starts to take clever advantage of social media to engage people with the brand in a good context. Incidentally it also has put Microsoft back on the offensive, so to speak.
For decades, Mac has run emotional campaigns and Microsoft has focused on rational. But today, the answer to the question of “which OS do you like better” has become largely emotional, putting Windows on the “square” side. Furthermore, Mac or PC, the majority of us use wonderfully cross-platform web browsers, and app’s like MS Office and Adobe.
So, the real differentiator for many is “how I feel about my computer”. Since Mac owns the emotional answer, Microsoft must shift to an emotional strategy.
This campaign in very short order has helped people reach the answer that “I feel wonderfully normal, smart, worldly…”
And incidentally, emphasizes the counter point that the Mac campaign as funny, but fairly smart-alec.
I love my Mac, and as an Ad guy, have admired Crispin Porter Bogusky for years. I have to agree that better social media interaction in this campaign could really generate a faster shift in the market’s perception that it’s okay to feel emotional about your PC.
Why does it matter? Because we buy computers an average of every 3 years. And they are becoming ever more commoditized. Would you bet the future of your massive company on a 3 year cycle? Or would you rather think long-term winning hearts as well as minds?
Still, I love my Mac.
@ Adam Burell – They may be keeping it more global for now, to get back in the game.
I would expect that the product specific ads are coming soon.
They have produced a “taste test” campaign that is right out of the old “You didn’t think you liked it, but you’re soaking in it!” playbook, called the Mojaveexperiment. It comes off though like Windows users are a bunch of sheep – practically implying stupidity. They ogle the UX like they’ve never seen a Mac running OS9 before.
I agree with your suggestions. I belive Microsoft is very capable of having a great campaign. Put the campaign in the hands of “PC Enthusiast”, now that is brilliant.
Maybe they will wait until their seemingly directionless ads have created an uncertain perception where people will be more open to re-evaluation. If they jumped in with your idea they might just disastrously invite a new internet meme of microsoft bashing youtube videos. I know this whole campaign has made me feel a bit like microsoft is an underdog. Don’t bother telling me I’m crazy, I really am in two minds about submitting this because I think its excessively speculative.
Is this just me or is the idea to somehow portray PC users as a persecuted minority? So now running windows is like… being Gay?!
LOL…
Love this remake of the “coming out of the closet” or “One out of Five” strategy. History does repeat itself 😉
The campaign restates the obvious and the trap of me too which doesn’t work for me; that being
I AM ORDINARY (PC)
I hope MS didn’t pay a lot for this “genius”
I think the key here is “do enough people really love your products”. If the answer is “not enough” than your just going to get publicly humiliated. Microsoft needs to focus on their product before publicly giving people a way to contribute negative commentary. Anyone shocked by how few PC folks are listed on that campaign site compared to the size of the Microsoft base? Wasn’t all that effective for me. If people truly love your company that message is probably spreading on it’s own already (Same goes if they hate you).
hey ive been reading up on all the comments for a presentation i have to make on the I’m a Pc ad campaign in a couple of weeks and i was wondering if someone could help and tell me if there is anywhere i can find out the percentage ratios of pcs to mac???