According to Microsoft Advertising’s regional marketing director Kenneth Andrew, Microsoft plans to approach bloggers to generate buzz and has set up Microsoft 7 pages on portals, social networking sites such as Facebook and on Twitter. This will come in conjunction with TVCs globally ahead of Windows 7’s global beta launch on 22 October.
Andrew said the campaign will be the largest push for the company in 2009 because “Windows 7 is the release of the year for Microsoft so it’s very important to Microsoft’s success”.
According to regional reports, Greater China will be a key market for Microsoft and sites such as Sina.com and Ssdn.net have created exclusive forums for consumers to discuss Windows 7.
“Online is a core part of our strategy whenever we’re approaching new product releases,” Andrew said. “Microsoft is a huge proponent of digital, being a media purchaser and media buyer, and as we look to launch new products and services we very much favour digital and use a high percentage of our marketing spend on it.
“We see social networking and the power of blogging, specifically, as major influencers in our social sphere and we see that as a very strong form of advertising,” Andrew continued. “All of our campaigns following this interactive marketing mix.”
Andrew added that Microsoft will continue working with its creative agency McCann Worldgroup to facilitate the campaign, as well as its market-specific partners.
