Microsoft To Market WP7 And Bing Through TV Ad Break Innovation

Microsoft ‘s marketing team has been busy these days ,ramping up its efforts to promote various Microsoft’s products such as the brand new Windows Phone 7, Bing, Windows 7, Office ,Xbox, etc. Especially marketing push related to Windows Phone 7 is applauded by everyone. Recently the ‘Really Ad’ was chosen as one of the top 10 advertisements by a leading magazine. We have also seen lots of Windows Phone 7 product placements in many TV series. The latest attempt by Microsoft to promote Windows Phone 7 and Bing is a truly innovative idea.They are partnering with Channel 4 and here is the concept of the promotion,

The two "mini stories" will be shown during ‘Jamie’s Best Ever Christmas’, which airs at 9pm tomorrow (21 December) and during ‘Come Dine with Me’, airing at 9pm on 22 December.

Created by Duke and Earl, Microsoft will run its own ads, but also point to other brand advertising, using stings in between every ad break, including those ofimage Sainsbury’s, Xbox, Boots, The Co-op, Ferrero Rocher,, Coty and Southern Comfort, creating a narrative to support its own marketing push. The deal was brokered by Universal McCann.

Using the strapline "Bing it this Christmas with your Windows Phone 7", the ads feature a storyline about a man and a woman in the throes of a Christmas emergency, such as forgetting the in-laws are coming for Christmas. As the shows cut to the first break, viewers are invited to "stay tuned to see how Bing and Windows Phone 7 help save Christmas".

Each subsequent break features the shoppers using their Windows Phone 7, including the Bing search engine, to help solve a different aspect of the nightmare, such as tracking down and getting directions to the nearest Sainsbury’s to buy a turkey, or researching fun for all the family.

As the shoppers type Sainsbury’s or Kinect Sports into the Bing search engine on their Windows Phone 7, the break cuts to the ad for that brand. The final ad break in each programme shows the Windows Phone 7 with the Bing home page, and then spins to show the phone’s home page, with an Orange app clearly visible.

Microsoft is pretty bold in experimenting with different kinds of advertisements, the Halo Reach promotion in London and Windows Phone 7 promotion in Paris are some of the examples. I think this concept of story based advertisement will be more effective than the traditional TV ads and eagerly looking forward for the advertisement to air on Channel 4. What do you think?

Source: Mediaweek

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