September 24, 2009 at 7:51 pm (advertising, Branding, free, networking, News, social event, Social Events & Networking, Uncategorized) (buzz marketing, house party, launch party, new technology, operating system, party, pc, personal computer, Windows, Windows 7, Windows party)
In order to launch Windows 7, Microsoft isn’t sending out reps to address the masses, there’s no pomp and circumstance, and no caucus of bald men dressed as Dr. Evil marching in formation like Macintosh’s 1984 commercial would lead us to believe. Instead they are taking a queue from Tupperware and candle sales. That’s right, they are having a house party – several house parties to be exact.
To prepare for the main event there is a page on houseparty.com to get you pumped up about having your very own Windows 7 launch party. I love the introductory video, which invites you to the festivities and tells you how great it is to host a party. After all you are “just throwing a house party with Windows 7 as an honored guest. Sounds easy, and it is…” All you have to do is load Windows 7 onto your computer, clear off anything you do not want everyone perusing, double check your photo files – just incase your boss or preacher show up, and hope that no beer gets spilled on the keyboard by the guy who talks with his hands.
According to the video our four hosts got to have their parties a little ahead of schedule, and feel like dispensing some awkwardly scripted advice while feigning camaraderie. The video is even shot with cuts and camera zooms as if it was a home video done by someone who almost knew what they were doing. I enjoy the personalities of the four hosts – retiree, housewife, average young professional, and quasi-computer geek, who of course led three activities during his party instead of just two. I like that they tell you show the “help” section as a kind of last call to help wrap up soiree. And remember, “Part of the fun of a launch party is seeing what you already know and what you can figure out.” This gives me visions of my AutoCad teacher in college; everyday in class he would find himself telling us “well, this worked yesterday.”
I do have to commend Windows for adapting multi-tier marketing strategies to a multimedia product. It seems like a smart move in the current economic times, because no one can scream foul about them blowing access money on a big campaign or party. The ROI has to be nearly perfect, and as a buzz marketing case study it will hold value …but are they really only trying to put the product in the hands of the consumer, or really trying to save money – you be the judge.