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Comment by binarray2000 | Hacker News Reader

binarray2000

The fact that both ads have been understood in so many different ways (here, on the blogosphere) shows that the message isn’t clear and in marketing that means trouble. Thus, being funny (for some more, for some less, for some not at all) or being talked about isn’t going to improve Microsoft’s image or sell more licenses (in particular of the problem child Vista). Apple, with the Mac vs. PC campaign, has a clear message besides being funny (not to me, but many like it) and being talked about.

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I have the opinion that the 'misunderstandings' largely consist of either preconceived notions of what the ad campaign would be like or, more commonly, anti-Microsoft sentiment repeatedly raising its ugly head and any Microsoft advertising campaign would not please those people. I think the ads are generally quite strong - kooky, memorable, unique and a talking point... if not particularly funny (FWIW, I didn't find Seinfeld funny either) and a little long. I think they do the job they set out to do well.

So, I would ask you (and, as an extension, the Hacker News hivemind):

What would make a good Microsoft ad campaign that the collective Internet would have actually liked and not heaped scorn on? Note that this pretty much precludes mentioning Vista positively in any way anyhow...

Your first paragraph (the second part) is your opinion and how you perceived the ads. Fine. Everyone has (and should have) an opinion and a perception. It's personal. But for a marketer, the opinions and perceptions of the mass is what counts. If the "herd" doesn't move (preferably run) in the same direction then either my cowboys don't know the destination (the aim of the campaign, which is not to be funny or be talked about or be hip - those are the products of the campaign) or if they do, they don't know how to drive the cattle (which is, communicating where to go). In many cases (campaigns), the cowboys fail at both.

Ad hoc I don't have any ideas for a good Microsoft campaign. Any suggestion of mine, out of the blue, is shooting bullets in the air. Yeah, but it would be a nice way to feed my ego. :-) Using "hard" (like Mac vs. PC ads) or "soft" approach (by not mentioning the product explicitly) for the execution of the ads is almost secondary.

PS - I have spent most of my life as a developer and entrepreneur with Microsoft products (by choice). And I'm a Seinfeld fan-boy. But, that is not relevant when we're discussing this campaign.

"I have the opinion that the 'misunderstandings' largely consist of either preconceived notions of what the ad campaign would be like or, more commonly, anti-Microsoft sentiment repeatedly raising its ugly head and any Microsoft advertising campaign would not please those people."

They're trying to change anti-Microsoft sentiment with these ads. If the ad does nothing for people who don't like Microsoft, than arguably, it is a total failure.

The trick isn't to convince the hard line critics, but to marginalize them. The vast majority of people have no hard fast opinions on the matter and are only aware of what the trends are. If Microsoft can put out a positive message and get that message repeated and talked about, the naysayers will begin to look silly. There's just enough latent resentment against the snobbishness of the Mac campaigns for this to work.

This is not just marketing, it's politics. You could draw parallels to current US presidential election, but I won't because I know where it will lead.

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