Specifically thinking about the "I'm A PC" campaign, let's dig a little deeper. What was the target demographic? What did you expect to happen? Did it happen?
MC: Again, it's too soon to share results. This is a long-term campaign and we're very pleased with the reception we've received so far. The central theme around that particular campaign was instilling a sense of pride among the billion people around the world who are PC users and to give them a voice as individuals. Based on the user generated content we've seen in response to the ads from our customers, we believe we've hit a nerve. People were tired of the false image of the PC user that had been perpetuated in the market and were happy to lend their voice to a very diverse community of PC users.
Share with us some interesting submissions (please link to them if you can) that have been submitted so far for the "I'm A PC" campaign. What do you like about them? Do you think that they will help sell more Windows OSes?
AW: Certainly! My favorites are the ones that are creative and humorous, which reflects the Brickfish community and sheds a new light & youth into this campaign. I do think they will influence and improve perceptions of the PC brand and I certainly believe that will help more sell more PCs the long-term. Some examples below, submitted by:
psahmn
thesweetestangel
manzelle
Sara_nicole3
What are the future plans of viral marketing by Microsoft? Do you plan to use Brickfish again?
MC: Stay tuned. We have lots of ideas we're considering but we're not ready to announce anything right now.
When Vista was released it was greeted with a mixed reception by the public bordering on negative reviews [with which the interviewer strongly disagreed]. Do you believe that the recent campaigns by Microsoft are starting to break through this perception? How are you guys planning on combating this in the near future? What about for the Windows 7 launch; how do you guys plan on addressing it then?
MC: The Mojave Experiment was designed to break thru those outdated perceptions about Vista. In a recent independent survey, over 89% of existing Windows Vista users in the U.S. say they are satisfied or very satisfied with the product. That data also shows that favorability increases the more familiar people are with Windows Vista. We're excited about the early buzz for Windows 7 and for anyone considering a PC purchase in the near future, Vista is a great path to 7. I can't comment on future marketing plans, but I can say we'll continue to tell our story and look for creative ways to connect with our Windows customer.
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