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Microsoft not participating in Superbowl advertising

  • Artikel

``The last thing a marketer should do is assume that they need to be on the Super Bowl.''

I could not agree more. I certainly wouldn't be thinking about upgrading my software while stuffing Doritos into my face (and yes, I'll probably be doing that, just like a large portion of the rest of the American population). Burger King not advertising is a bit of a mystery. Maybe that creepy King had a prior engagement.

Shall we do a little review of the ads after the game? Is there a way to make it fun?

Comments

  • Anonymous
    February 02, 2007
    I think that is the right thing to do for MS. I'm not sure the real material returns on these kind of ads, esp what has MS to do with football? The company that I work for spends hundreds of millions of dollars putting a sticker on a car that has an average speed of >200mph. You guessed right....it's the F1. Do you think viewers/spectators will pay attention to those stickers?? Can they see those stickers at the speed of >200mph? I'd look at the color and say "oh....that is Ferrari, or that is BMW, or Mercedes". Lets talk abt marketing 101....or in this case, could be 102. There is a specific market that you're trying to capture by advertising in F1. You want to tell the consumers that your technology is superior (provided if the car that has your stickers wins or at least infront of the car that has your competitor's stickers). But if consumers do not care abt the IT technology behind the car, would that mean your message falls on deaf ears? This hundreds of millions of advertising dollars can easily hire say....2,000 sales and marketing employees for a year or approximately 667 employees for 3 years. And use these few hundreds or thousands folks to sell into those targetted accounts/markets. Do you think this will be much more effective? Back to Superbowl, I think reviewing the ads after the game is fun. Lets see which are good and which are not.

  • Anonymous
    February 02, 2007
    Here's where your site can become very interactive heather. 2 suggestions:

  1. Have a different person write a review of each of the commercials.
  2. Put up a poll asking readers to vote on the best commercial. Me, I am looking forward to the one run by the NFL asking for viewers to send in their ideas for a commmercial. I know the guy who won and am looking forward to seeing it air.

  • Anonymous
    February 02, 2007
    The comment has been removed

  • Anonymous
    February 02, 2007
    I think Microsoft hasn't done enough advertising.  I've ran into quite a few people that: a.)  Don't know what Vista is b.)  Are not aware Microsoft has produced a new OS On the other hand, I agree with everyone here.  The Super Bowl is not a place for MS to advertise.

  • Anonymous
    February 02, 2007
    Given the timing, wouldn't a Vista ad have been worth it?   How many times will I have to sit through that stupid Mac/PC ad where the PC guy is going in for his Vista upgrade?

  • Anonymous
    February 02, 2007
    eRock - my question then would be whether or not they are in the market for a new OS. I may agree that we need to do more advertising but I think selecting the place where "buyers" could reside might be the ticket. Speaking of which, I see a lot of airport advertising. That makes sense to me. TV ads, not so much. How could they be any more effective than BillG being on the Daily Show? Avid_Supporter - I think the cost benefit equation would be a bit lop sided. I'm sick of this mac ads too but I just fast forward through them. I think the superbowl isn't enough of a defined OS buying market to justify the expense.   So let me ask this...keeping in mind that all eyeballs are not created equal (you want to attract your target market), where would you "advertise" for Vista? Is there someplace that hasn't been tapped into yet? Think about things like advertising on buses that have wifi. What else?

  • Anonymous
    February 02, 2007
    The comment has been removed

  • Anonymous
    February 02, 2007
    The comment has been removed

  • Anonymous
    February 02, 2007
    KW - OK, you are a marketer, aren't you? I might not be one, but I know one when I see one. Love your ideas. I havne't seen Costco since Vista officially launched but now I want to check it out. Erich - some great ideas. I was going to say that we could sponsor the instant replay (and have it show in a Vista screen) but I know how some people feel about instant replay. You make an interesting point when you bring up the "upgrade" thing. I don't think our message has been an upgrade message (see what KW said about the right message). I think that what we are trying to do is to get people to buy a whole new experience. So what you said about showing them features is key. The other thing that I guess that we should consider, is that a lot of marketing is done in phases. Perhaps right now is just about the awreness phase (MS has launched Vista) and the next phase is about educating the consumer on what it is/does. I would also imagine (and again, i feel compelled to let you all know that i took one marketing class in college...I'm not an expert) that any product advertisign that got down to the feature level would differ by audience segment. For example, I would probably really respond to any marketing done to a knowledge worker audience. An at home computer enthusiast would probably get more excited about some of the media stuff you can do.

  • Anonymous
    February 02, 2007
    The ads have progressively gotten worse the past five years.  Only the Career Builder monkey commericials are worth watching.

  • Anonymous
    February 02, 2007
    I think the career builder ones are used up.

  • Anonymous
    February 03, 2007
    The comment has been removed