Window 7 – So Easy, Even You Can Launch It

September 24, 2009 at 7:51 pm (advertising, Branding, free, networking, News, social event, Social Events & Networking, Uncategorized) (, , , , , , , , , , )

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.

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Ad Age Celebrity

July 9, 2009 at 1:18 pm (advertising, Branding, commercials, marketing, TV advertising) (, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , )

News1_0

Sure we know Billy Mays, Anthony Sullivan, and the ShamWow Guy because their job is for us to remember them, trust them, and as a result buy their amazingly life changing products. But what about the actors who have repeating roles on commercials?

In the past we had some memorable endorsers, such as Donavan Freberg – the Encyclopedia Britannica Kid, but now there seems to be a new and growing multitude of these single product (or company) pitchmen.

Starting in 2001 we were introduced to Paul Marcarelli – the Verizon guy who brought us the “Can you hear me know” phrase. They’ve even gone so far as to bring the “network” to an actual customer (or so it seems). Some people claim the phrase is more popular than the service.

We had the GEICO Caveman ads, which have aired for GEICO Insurance since 2004. The ad series has produced 19 commercials to date, had a short-lived TV spin-off, and has also had viral videos, websites, and a short film made with the characters.

2006 brought us the “Get a Mac” commercials with John Hodgman as a PC and Justin Long as a Mac. The American version of this ad runs in Canada, Australia, and New Zealand, while other spin-offs are shown with different actors in Britain and Japan, according to wikipedia. The number of TV and web based ads for this campaign is nearing 70 for the US and Canada alone.

In 2008 we were introduced to Flo, the friendly & helping Progressive Insurance cashier played by Stephanie Courtney. The actress, already known by some for her work with The Groundlings, has an ever-growing fan base.

So who will be the next great ad age celebrity? Time can only tell, but for now we have some strong competitors.

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