« Question Box Aids Search in Developing Areas Without Web | Main | Click Forensics Adds Real-Time Capabilities to Audience Quality Measurement Platform »
September 29, 2009
Microsoft Windows 7 House Party: Public Relations Disaster or Video Marketing Triumph?
If you create something so bad that it goes viral, is it a public relations disaster or a video marketing triumph?
That's the question that journalists and bloggers are asking after watching HostingYourParty, which tells you how to host a Microsoft Windows 7 House Party.
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.
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.
To promote this idea, Microsoft has uploaded a video to YouTube. Some journalists and bloggers think it is a public relations disaster.
Cindy Perman of CNBC writes, "You just knew that once they put the Microsoft geeks in charge of the "party," that it wouldn't be a 10-kegger and before long, we'd all be putting lampshades over our heads."
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."
And James Lileks of The Bleat writes, "If Microsoft had been put in charge of marketing sex, the human race would have ended long ago, because no one would be caught dead doing something that uncool."
Now, you may be tempted to watch this 6-minute, 14-second video yourself -- to jump to your own conclusion. But, I warn you -- only serious geeks like me will watch beyond the first minute.
Now, if Microsoft really wanted to show people how to hold a Windows 7 Launch Party, they might have created a remix of the 1950s educational video below about what, in fact, makes a "good" party.
1950 - What Makes a Good Party
Not all of the reaction to Microsoft's Windows 7 House Party has been negative. Some of it can be charitably described as "mixed."
David Meerman Scott of Web Ink Now, asks, "Is this Microsoft Windows 7 House Party thing real? Or is it an incredibly wonderful and clever spoof on a 50s educational video that is so well done as to have fooled most observers who seem to think it is legit?"
Janice L. Brown of The Fussy Marketer also asks, "Hmm, if something goes viral because it's so bad, does that still count as achieving the marketing goals?"
Nevertheless, Lieutenant Columbo, if he were blogging these days, would ask just one more thing: "Why did Microsoft disable ratings and adding comments on HostingYourParty?"
Is this something you'd do if you were hoping for a video marketing triumph?
Inquiring minds want to know.
Posted by Greg Jarboe on September 29, 2009 9:44 AM
Comments
David Meerman Scott September 29, 2009 11:24 AM
Ah, so that's their strategy. I wonder if their YouTube video had actually been funny or creative if it would have generated as much buzz for Windows 7 as their HostingYourParty has. Imagine if Microsoft had uploaded first-hand accounts of beta testers or videos about Windows 7 users with unusual hobbies and quirky interests. Hey, maybe they should check out Large Hadron Rap at http://www.youtube.com/watch?v=j50ZssEojtM
Greg Jarboe September 29, 2009 12:37 PM
I hate these types of commercials.. the "convo-tisement" aka conversation advertisement. They remind me of all the birth control/STD commercials out there.. "hey we're faking a conversation with you while trying to subtely sell you our products" It's like being sold products by a shoe salesman... pretending to be your friend and interested in you when they just want you to buy.
simon September 29, 2009 12:57 PM
I hate them, too, Simon. But remember the TV ads featuring "Harry and Louise" that helped to defeat the Clinton health plan in 1994? The ads were funded by a group of insurance companies who feared they would be cut out of the market by larger firms. So, "faking a conversation" while selling you a point of view seemed to work back then. Let's hope that people have figured out when someone is "pretending" to be interested in a topic these days.
Greg Jarboe September 29, 2009 1:44 PM
Someone must do a warcraft version of the microsoft party vido
delvinson September 29, 2009 5:25 PM
Do you mean like World Of Warcraft: Dancing at http://www.youtube.com/watch?v=066_q4DIeqk or Guild Wars vs World of Warcraft at http://www.youtube.com/watch?v=YcWXL8jpFGs -- or do you some other video in mind?
Greg Jarboe September 29, 2009 5:40 PM
One of my friends was criticizing these on Facebook, but I would attend as long as they had a unicorn from one of their ads skewering Justin Long from the Apple commercials.
Every time I see Justin Long in those commercials it makes me want to rush out and buy a PC just so it causes him pain.
JB September 30, 2009 12:14 AM
Criticizing windows 7 for just a party? wouldn't it be better if we could just find some faults of it and then criticize it.It does boot very fast as they promise.
r4 para la ds September 30, 2009 1:02 AM
To r4 para la ds...
I think you are missing the point of this article. No-one is criticising Windows 7, they are just discussing the ridiculous cringe-tastic vomit-inducing Microsoft marketing campaign depicting house parties seemingly populated with Stepford-like zombies from some airbrushed Disneyland-style gated community.
neuroboy September 30, 2009 6:57 AM
Yep, I was writing about Microsoft's video marketing to promote the Windows 7 launch. I haven't tried Windows 7 -- and I'm not planning to attend a House Party to get my first look. Between the Ken Burns documentary on National Parks and the Boston Red Sox effort to get into the playoffs, I'm as busy in the evening as I am during the day at work.
Greg Jarboe September 30, 2009 9:25 AM
Cheese, cheese, cheese. That was just painful. Right? (Not sure if the all those "Right?" comments were due to bad writing or bad directing, but quite wearing nevertheless.)
Heath Davis Havlick October 1, 2009 12:47 PM
Heath, is "Cheese, cheese, cheese" a Monty Python bit? Now, imagine what the Pythons could have done with the Windows 7 House Party.
Greg Jarboe October 1, 2009 1:49 PM
This is one of the biggest jokes I have seen for 35 years. I have been in the computer world for just about that long. I think they have the right idea just done it wrong. You have a party, put the Windows 7 in a Tupperware container and then put it in the freezer where it belongs. Then you can have a great party and maybe get online with XP Pro and watch some movies and have some real fun. Sounds like it is going to take 2 or 3 days to install Windows 7 according to the video, by then I don't think you will have a working computer to share with anyone anyway. Well I am sticking with XP Pro myself, not worth the headache even going to windows 7. I have heard nothing making it my worthwhile nor do I expect to. Good luck with the parties people you will need it. M.A.W.
M. Wayne October 2, 2009 11:37 AM
P.S. FYI the only good thing about Windows 7 is it will help put more money in Microbrains coffers. If you really think Microhard really cares about their customes then it is too late to help you. They are only concerned about themselves and how much money they can rip out of your wallet. I am a computer tech and am personally involved with all this BS on a day to day basis. If no other operating system past Windows XP Pro came out and Microtalent never supported another thing, the world would survive and probably do better than the direction we are going. I am not against change, just change for the worse. Just once I would love to see Microthinking finish ONE thing they have started. I don't think I will hold my breath. good luck, M.A.W.
M. Wayne October 2, 2009 11:43 AM
M.A.W., I'd be happy to be able to stop using Windows Vista. Heck, I might even hold a party -- but it would be a celebration of the death of Vista, not the launch of Windows 7. But I don't think I'd need an instructional video to teach me how to hold it. It would be like a Super Bowl Party -- with just the ads, but not the game.
Greg Jarboe October 2, 2009 11:47 AM
The day Win 7 party applications were announced it went viral almost within an hour or so. I saw this and thought there was something to it. Signed up, thought of inviting the citizens in the city I live in, I was amazed at how many wanted to come. We decided to host two parties on two separate days to accommodate them. No I don't think it is a joke, (unless it is sour grapes because you didn't sign up in time to get your free copy of Windows 7.) It is a great idea, costs practically nothing for MS since all the hosts are doing the work. Good party or bad, Windows 7 will show itself well, defrag it, clean up the junk files including registery it boots in 80 to 90 seconds with two gig of memory and a 7600 rpm drive Shuts down in the blink of an eye. The Lenovo X61 I used for testing has a large list of very large programs includinng Office 2009 Adobe Acrobat (known to slow down things), Adobe CS3 CS4 a ton of utilities. Its cleaner, faster easier once you get over , "Oh, that is how it works now" might take a little while for the nerds, (it is NOT Vista, as well as the not so nerdy.
Now where are the bluetooth drivers Microsoft had in the prerelease and took out of the RTM?
Foodog October 12, 2009 3:58 PM
Okay, maybe a really bad video helped with the launch of Windows 7. But, if this works, it will only encourage more marketers to make really bad videos.
Greg Jarboe October 13, 2009 11:12 AM
Uhhhhmm,
I could see maybe an "Apple" party, but is Windows finally goin' down or what ? -gawd I hope so.
Hey eeediots', just get a few kegs of Beer, use a real FREE Operating System - as in any *IX, and save your money for the "o'dourves".
;)
Have some REAL fun burning, exchanging burns, downloading, movies, music, dvd's, ... YA !, now that is atleast a REAL party !
I mean comon', get real, what kind of sick moronic fools' would actually host a winblowz 7 party ? - it sounds like a bunch of pervs' to me?
(just slightly rofl).
rickster October 21, 2009 11:10 AM
I think that the House Party was a very clever marketing idea. They released the Beta and RC, people who were interested downloaded it decided whether they liked it or not. Many thought it was good. Offering these people who would normally be quiet champions of the product a way to be a little more vocal with people they may have the slightest bit of sway with for the price of a copy of a product they are likely to buy is a good way to use that most basic form of PR word of mouth to work for Microsoft not against like it did with Vista. Microsoft knew they had a good product and this was their best chance to get the ball rolling since a good server product called NT rolled into a good desktop product called Win 2000. The fact that the video was cheesy did not really matter that was to get the media talking about it so that it came up in topics of conversation and the nerds people believe have a chance to say "actually Windows 7 is quite good" and people who know and trust them hear it and believe their point of view. Well done MS marketing after a run of less stellar performances.
Jarydf October 24, 2009 4:48 AM
Windows 7 House Party? They did not even get 20 for our local active CompUSA 11: PM opening. Do you remmember when they over filled threaters everywhere? This may relate to many Microsoft Partners reporting our own month long Windows 7 Disaster http://ow.ly/wssN First they tell us they are having many reports of licensing problems. Then they refuse to give us a new licenses. I can imagine what it will be like for retail customers if they could not even satisfy the Partners before the general release.
MikeBlockCPA October 25, 2009 1:15 PM
Greg - Microsoft wins this one simply because we are all talking about Windows 7 on our blogs.