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In what will be the company’s “most aggressive launch ever,” Microsoft is threatening to spend $500 million to highlight the “wow” factor of its Vista operating system, which launched today after repeated delays and lukewarm initial reviews.
The expected 6.6 billion impressions around the globe seem silly, since every PC will soon come preloaded with Vista, according to AdAge (via MarketingVox), but “awareness is not enough,” quotes John B. Williams, general manager-Windows global communications, is quoted as saying. “The goal for this campaign [is to] get at the heart of excitement.”
McCann Worldgroup’s campaign focuses on life-changing events - a child’s experiencing snow for the first time, the fall of the Berlin Wall, being at Woodstock, even LeBron James’s being bested in basketball by a kid - to convince consumers that Vista, too, is life-changing.
The campaign’s massive marketing push also includes an online consumer-participation contest promo themed “Show us your wow,” a living billboard in Manhattan, sponsored webisodes at Clearification.com, an alternate-reality game called “Vanishing Point,” school PC-lab makeovers, rebates, and invite-only events.
Clear Channel Radio will keep pres and CEO John Hogan on for at least five more years, and has promoted four members of its senior management team.
On the ops side, Mark Kopelman and George Toulas have been promoted to…
Sports Illustrated has created an online auction, powered by eBay, to sell some of its inventory across print, digital and events media in order to give the sales force more time to sell more effectively.
Parent company Time Inc. hopes…
Today, FreeRange launched its Mobile Publishing Platform, which boasts clients like PaidContent, Fierce Markets and The Wall Street Journal Digital Network.
The platform serves mobile coverage and branded content across BlackBerry, iPhone, Windows Mobile, Symbian and Palm devices, writes MarketingVOX.
Content is…
ABC may have a tough time keeping its No. 1 slot in the upcoming fall season. Fox, which has handily beat the competition in recent years in the later part of the season thanks in large part to hits like…
Advertisers will spend $505 million on online video advertising in 2008, according to a downward-revised projection by eMarketer, which said the significant drop was “due to changes in methodology, based on historical data from the Interactive Advertising Bureau (IAB), eMarketer’s benchmark…
Young Hispanics want social media that’s delivered in a bilingual environment, says Boston-based social media company Communispace.
The company reached that conclusion via a study of 1,000 consumers that looked at how Hispanic consumers participate in web-based forums. The study…
