Have you seen this Microsoft House Party Video
Whoa. This thing is dreadful. It’s borderline uncomfortable. But I like a good train wreck, so I watched the whole thing.
Microsoft is trying to build organic word-of-mouth by encouraging people to host their own Windows 7 parties in their own house. Consumers are encouraged to invite people over and show them how to use the new software in non-threatening environment. It’s a good idea in theory, but as it usually is with anything else in marketing - it’s all in the execution.
Mistake #1: They’re trying too damn hard. It’s so painfully obvious that the actors were coached to present the information in a very informal, conversational way. Why not have REAL people learn the software and present it in a REAL way? If you don’t want to do that - train the actors on the software and have them present it in their REAL voice.
Mistake #2: What about some REAL party footage? Ok, if you want to communicate all of the key points via these actors, fine. But show me some real footage so I can see this in action and have the confidence to do it myself.
Mistake #2: The video way off brand. Nerds are cool these days. Why don’t they embrace their inner-nerd and run with it?
Mistake #3: They didn’t tell me what to do next - and if they did, they didn’t make it clear. I watched this entire video and I cannot recall what I should do next if I wanted to host one of these stupid parties. Duh.
What do you think about this video? Some people think that is cheesy on purpose so that it will go viral. Personally, I don’t believe that for a second. Microsoft is too conservative to make that kind of risk. Plus I have a friend who has acted in some of these things and he says all of their stuff is this bad.
If you create something so bad that it goes viral, is it a public relations disaster or a video marketing triumph?
Microsoft is putting a Tupperware-style twist on the upcoming Windows 7 rollout — launching a new initiative to encourage thousands of employees, partners and technology enthusiasts to throw parties in their homes and communities to demonstrate and help spread the word about its new operating system.
Ian Douglas, a tech blogger for the Daily Telegraph in London, writes, “I’m beginning to think that no one involved with Microsoft’s advertising has ever left the house or spoken to a real person.”
People accepted as official launch party hosts will get their own copy of Windows 7 Ultimate Edition, and a chance to win a computer. But unlike the Tupperware model, there will be no literal selling. These parties are more about generating word-of-mouth buzz.
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