Microsoft's launch party videos have proven to be entertaining to viewers even if not for the reasons for the marketing department had hoped for. There were a great many comments on my post that provided context to their release, but generally speaking most industry-watchers have been confused as to the goals behind the program, questioning the target audience not just for the videos, but for the launch parties as well.
I reached out to Microsoft for comment but they withheld at this time as the videos are apparently just one step in a much larger integrated marketing campaign.
I personally found the most recent video weird, but after thinking through things a bit I think this is a case of a good idea hampered by poor execution. The videos are well-done and professional and try to connect with consumers in a humanistic tone. The fact that it feels like you stumbled into a shiny-happy Windows world filled with sit-com throwaways is the problem. Even if this is a training video to show others how to throw a launch party, it's hard to connect with the vapid characterizations of party guests.
This is the crux of Microsoft's marketing problems. It's not that they aren't good at technical marketing issues, it's that the brand itself is so voluminous, it's very hard for people to connect to specific products like Windows. And the efforts to persuade consumers isolate the tech media and confuse IT shops. … Read more