You may have heard that a little company called Microsoft is spending a rumoured US$1.5-billion on marketing its new Windows 8 OS and devices… well, we’re starting to see where all that money has gone. Hint: it involves a takeover of Times Square and a lot of partying with Windows 8 gadgets.
Microsoft Communications Manager Brandon LeBlanc announced the company’s global campaign in a blog post, which gave a bit of background into the adverts which will soon go live in 42 countries around the world. It’s localised the adverts for the US, Latin America and Asia (no, not Africa) and is less about product specs and more about the feeling of using a Windows 8 device from manufacturers like HP and Samsung.
LeBlanc writes that “the idea behind the campaign is to be more motivating, more rooted in the product experience — less tell and more show — by connecting in an emotional and culturally relevant way that maps to the breadth of the global reach.” The ads all feature upbeat music from up-and-coming local artists, as well as lots of swishing backwards and forwards through tiled menus.
The massive campaign will cover everything from TV to print, online banner ads, posters and event sponsorship of the musical show La Voz in Mexico, the MTV European Music Awards, and the UEFA Champions League. The company is also commandeering New York’s Times Square this week — from 25 to 27 October, Windows will create the biggest ever Start screen over 39 digital boards in the largest Times Square takeover in history.