Ideas for a Smarter, Faster World

Microsoft has launched a word-of-mouth campaign to generate awareness and interest for its new operating system, Windows 7.

The big idea takes the form of “launch party.” Microsoft is recruiting party hosts all over the world to gather friends and family ‘round the laptop to demo the new system. The hosts are equipped with tips and suggestions for how to organize, publicize and run the party. In exchange for hosting, they receive a free copy of Windows 7. 

Brilliant!  Placing your brand in the hands of loyal enthusiasts is a smart way to market.

Microsoft also does a terrific job on the promotional site, houseparty.com. Each page has a focused purpose and simple call to action. Users can immediately find a relevant party location. Dashboards allow hosts to manage their events from start to finish. And it’s shareable, most notably via FacebookConnect.

Then the wheels come off. Watch >>

Couldn’t watch all six minutes, could you? Wonderfully instructional, but  COME ON.  The dialogue pairs bad jokes with  product plugs. The party committee was clearly selected by an over-zealous diversity officer (or focus group). Most importantly, though, the creative team has broken the golden rule of the social web:  authenticity. Microsoft has taken what could have been a perfectly fine instructional video and turned it into something completely fake. In the process, they have  perpetuated their image as the most uncool player in the category.

Why not simply shoot an actual party, reality-TV style?

As of this writing, the video has over 14,000 views and is ripe for a parody from the folks at Apple.