Microsoft's "I'm a PC" spot having little impact versus Apple ads
In spite of Microsoft spending $300 million on a concerted effort to get itself back into a positive public mindset, ads most directly targeting Apple are failing to resonate with web viewers and may have already been thwarted by the Mac maker's response.
The series of "I'm a PC" ads, which began airing in mid-September, have seen just 2 million viral views over their first four weeks on the Internet, according to research group Visible Measures.
While not insignificant, the number is dwarfed by those for the company's two Gates and Seinfeld ads: the deliberately eccentric videos have generated more than 6 million views in their history and have also had staying power that wasn't present for the newest commercial.
"I'm a PC" is estimated to have generated approximately half as many views in its first week and a half online and was down to 50,000 views per day just a few days later at the two-week mark, or a fraction of the 700,000 daily views Gates and Seinfeld were managing two weeks after their series launch.
That's a serious problem, according to the analysts: the "I'm a PC" spots, which softly criticize Apple's rendition of the PC as a trouble-ridden stereotype, are meant to be the core of Microsoft's ad campaign. A poor viral reception means web visitors aren't spreading and discussing the ads nearly as often as the Seinfeld pieces, which were reportedly intended as abstract teasers.
More worrying for Microsoft might be Apple's response ads, which tweak the software developer for allegedly spending more money on marketing its brand than fixing problems commonly associated with Windows Vista. The three Apple segments' first week of collective views generated a modest 70 percent of the viral views managed by the "I'm a PC" ad, but were also placed on twice as many websites overall -- 140 versus 70 -- and promised greater exposure than Microsoft's promos.
Neither of these most recent campaigns have had enough clout to outweigh the popularity of the Seinfeld ads, but the success of Apple's retort is said to demonstrate the relative commitment fans have to spreading the company's message on Macs. It also suggests to the research group that Microsoft may have inadvertently quieted the fervor that was circulating its ads and might not regain that spark until Seinfeld's commercials return.
The series of "I'm a PC" ads, which began airing in mid-September, have seen just 2 million viral views over their first four weeks on the Internet, according to research group Visible Measures.
While not insignificant, the number is dwarfed by those for the company's two Gates and Seinfeld ads: the deliberately eccentric videos have generated more than 6 million views in their history and have also had staying power that wasn't present for the newest commercial.
"I'm a PC" is estimated to have generated approximately half as many views in its first week and a half online and was down to 50,000 views per day just a few days later at the two-week mark, or a fraction of the 700,000 daily views Gates and Seinfeld were managing two weeks after their series launch.
That's a serious problem, according to the analysts: the "I'm a PC" spots, which softly criticize Apple's rendition of the PC as a trouble-ridden stereotype, are meant to be the core of Microsoft's ad campaign. A poor viral reception means web visitors aren't spreading and discussing the ads nearly as often as the Seinfeld pieces, which were reportedly intended as abstract teasers.
More worrying for Microsoft might be Apple's response ads, which tweak the software developer for allegedly spending more money on marketing its brand than fixing problems commonly associated with Windows Vista. The three Apple segments' first week of collective views generated a modest 70 percent of the viral views managed by the "I'm a PC" ad, but were also placed on twice as many websites overall -- 140 versus 70 -- and promised greater exposure than Microsoft's promos.
Neither of these most recent campaigns have had enough clout to outweigh the popularity of the Seinfeld ads, but the success of Apple's retort is said to demonstrate the relative commitment fans have to spreading the company's message on Macs. It also suggests to the research group that Microsoft may have inadvertently quieted the fervor that was circulating its ads and might not regain that spark until Seinfeld's commercials return.
Comments
All Microsoft's ads say are "We'd like to remind you PC users out there that you use a PC."
The public isn't as stupid about computers as they were 10-15 years ago and Microsoft's little games they've played have caught up with them.
Microsoft's operating system is such shit that it created a multi-billion dollar antivirus industry for God's sake.
I'm guessing people aren't watching them because there's nothing to see. After the first five or so "I'm a PC," I'd say most people are thinking, "Okay, already. I got the point."
From:
http://www.pcworld.com/businesscente..._mistakes.html
"In his keynote Tuesday, Sinofsky said Microsoft is learning its lessons from Vista, which was widely criticized by users and the press, and spoofed famously in humorous television advertisements by competitor Apple.
Sinofsky acknowledged that some of the criticism was deserved, particularly around Microsoft's lack of preparing its hardware, software and peripheral partners for Vista's release, even though it was more than five years in the making."
WTF is MS doing? Hari Kari?
Microsoft's operating system is such shit that it created a multi-billion dollar antivirus industry for God's sake.
Indeed. From my perspective, Microsoft has robbed customers (individuals, companies) of time and money for the past 30 years by producing an OS riddled with bugs, security problems, and needless complexities in its usability.
This makes Microsoft one of the most criminal companies on the planet. Bill Gates should be jailed, IMO. I'm not exagerating.
WTF is MS doing? Hari Kari?
harakiri. (Or, seppuku).
Anyway... I doubt that any of you will recall, but I was among the few who predicted that the Seinfeld ads would be a good idea. Pretty much everybody said how Seinfeld is "washed up," and "irrelevant," but you were wrong. I was right.
Just wanted to gloat.
Well I can totally see why the Seinfeld & Gates Ads have been watched more - they are far more entertaining
the irony being that likely half if not more than of those viewers were checking them out just to say WTF? and then turned around and emailed tons of folks to "check out this dumb ass ad that Microsoft made"
The problem with Microsoft is that they try too hard to duplicate Apple on every angle that they miss the point. Apple is unique which makes them stand out, there is nothing unique about Windows because just about everyone uses it or knows all about it, in what way can it stand out or be different.
Microsoft needs to spend more time making themselves unique or stand out (in a good way) and stop looking over at what Apple is doing all the time so that they can duplicate it in the worst way possible.
.....and then get rid of Ballmer who is the biggest monkey act they ever had. Too bad Microsoft doesn't care enough about their products and customers to make great products instead of sales, sales, sales.
harakiri. (Or, seppuku).
I was too lazy to Google it. Thank you.
PC users have a different mentality from Mac users; most Mac users are proud of the computer they're using, whiile PC users are using just an ordinay box.... How many cars have you seen with an Apple sticker on ? Have many cars have you seen with a Windows sticker ?
That's over simplistic. When I used Windows I loved my Dell. You make an ironic point, though. Apple is the only brand free of component logos but its users feel compelled to paste Apple's logo on their cars. I'm guilty, too. Does that make me an Apple component?
Indeed. From my perspective, Microsoft has robbed customers (individuals, companies) of time and money for the past 30 years by producing an OS riddled with bugs, security problems, and needless complexities in its usability.
This makes Microsoft one of the most criminal companies on the planet. Bill Gates should be jailed, IMO. I'm not exagerating.
No, you are more like hallucinating
Microsoft don't need these ads - so many people use their computers that if they just released a good solid no-nonsense version of Windows, they would be incredibly popular.
Amen to that. If only they actually did what the company was set up for in the first place, there wouldn't be all this controversy. C'mon, Microsoft, for once make a decent OS. You did well with 3.1, and *okay* with XP.
Also, I find it rather funny that Microsoft spends all this money to compete against the negative campaigning of a computer company Steve Ballmer consistently dismisses as insignificant. So insignificant they're spending $300 million in advertising to combat against it. Ha!
On a slight side note, does anyone remember Steve Ballmer dismissing the iPhone, saying who was going to pay that much for a phone? Answer: a lot of people, Steve, a lot of people. Idiot.
the irony being that likely half if not more than of those viewers were checking them out just to say WTF? and then turned around and emailed tons of folks to "check out this dumb ass ad that Microsoft made"
Just seemed like a rejected scene from Seinfeld and as I really enjoy that show a rejected scene is still better than a lot of other things...
With all of the crap that's going on the world, you think that BILL GATES needs to be thrown in prison?
Anyway... I doubt that any of you will recall, but I was among the few who predicted that the Seinfeld ads would be a good idea. Pretty much everybody said how Seinfeld is "washed up," and "irrelevant," but you were wrong. I was right.
Just wanted to gloat.
You weren't right. The Seinfeld ads might be better than the I'm a PC ads, but they're both terrible ideas.
harakiri. (Or, seppuku).
wow, I can't believe no-one has posted that "either form is acceptable in american english" yet, because thats what usually happens.
.. oh hold on.
wow, I can't believe no-one has posted that "either form is acceptable in american english" yet, because thats what usually happens.
.. oh hold on.
Yes, as I remember , 'harakiri' means belly-cutting, which is quite demeaning of the act, whereas 'seppuku' is the preferred name for the ritual act.
P.