Windows Vista’s first impression with customers was simply terrible, leaving consumers begging for the older XP. So it’s an understatement to say that Microsoft had its work cut out when developing Vista’s successor. Three years later, we have Window’s 7.
Using customer feedback and “borrowing” popular features from Apple (including Mac OS X dock and touch technology), Microsoft is seeking some much needed redemption. A team of 3,000 employees have developed an array of improvements including better versions of Internet Explorer and System Restore.
For marketing, Microsoft launched a TV ad campaign six weeks ago, and did something unique: they asked consumers to host Windows 7 launch parties. Party hosts had the opportunity to explore the software weeks before it was released, and were encouraged to post blog, video and picture updates.
To promote this global event, Microsoft released a video advertisement explaining the concept of a Windows 7 launch party. Although the commercial received over one million views on YouTube, critics and bloggers wondered if the effort was intentionally awful or just poorly put together. Search Engine Watch commented, “If you create something so bad that it goes viral, is it a public relations disaster or a video marketing triumph?”
Despite the dicey launch party marketing, Windows 7 received very positive press with businesses and general consumers who expressed intent to buy. In addition, 5,000 launch party packages for Windows 7 were mailed to hosts. First impressions (Vista) and horrible marketing aside; can unique launch parties and a great product turn the tide of negativity?
