Windows 7: A Success

The launch of Microsoft’s latest OS, Windows 7, has dominated the headlines this past week. It is hard to believe the amount of criticism Microsoft, the most powerful brand the world has ever seen, receives. I’m not talking complaints about system performance and stability, I’m talking about marketing! Sure the Seinfeld ads were bad, but Microsoft has used effective branding and marketing to build the 3rd most valuable brand with brand equity of $56.65 Billion.

Many critics will point to Vista’s less than stellar sales as one of Microsoft’s marketing failures. I disagree; the lack of success with Vista was due to the product, not the marketing.

The Windows 7 marketing campaign is all about focusing on the customer:

- The “so bad their good” viral ads pushing for Windows 7 house parties.

- Teaming up with Family Guy to appeal to younger consumers. Though the planned episode will not air after Microsoft pulled their sponsorship, other parts of the deal remain intact, including frequent advertising on the show, a 12-week college tour featuring Windows 7, and a series of Family Guy-themed events.

- A cohesive theme around the number 7  

• Partnering with Japanese Burger King locations to launch the Windows 7 Whopper. The burger has a whopping seven patties and has the  appropriate cost of 777 Yen.

• Decorated section of the Spanish city of Sietes (for those who skipped Spanish, that translates to seven) with Windows-themed colors.

• Launched a giveaway of 777 copies of Windows 7 Ultimate to residents of the Dutch village of Zevenhuizen (“Seven Houses”).

As the global launch of Windows 7 shows, Microsoft knows how to appeal to customers. Now that they have the product to back up the marketing, Windows 7 is going to be a smash hit, whether Mac users like it or not.