How Microsoft Can Win The PC/Mac Campaign

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”