Comments on: Gates-Seinfeld shtick more viral than 'I'm a PC'

The two Gates-Seinfeld commercials have enjoyed 4.3 million more viral-video views than Microsoft's replacement "I'm a PC" campaign, according to Visible Measures.

[buggermenot]

That is because it is incorrect....Visible Measures database is no where as advanced as their competitors...

[rapier1]

I'd be surprised if they don't continue the seinfeld/gates ads. There is no reason why any company has to have a single dicstinct campaign at time.

[horsenbuggy]

I agree that a company can have multiple campaigns. Look at Geico. They have three distinct campaigns going on right now: the cavemen, the English gekko and the ones where an actor spices up a customer's story. I personally HATE the cavemen ads. But I adore the gekko ads and am fairly ambivalent towards the actor ads. So while "I'm a PC" may appeal to business people or is more suited for international advertising, the Gates/Seinfeld ads definitely appeal to a certain audience.

[mcutler2]

Hi Chris: Matt Cutler from Visible Measures here. Thanks so much for this post and your thoughtful analysis of the creative merits of these recent Microsoft campaigns. As far as our analysis goes, we're suggesting that the relative 'success' -- as measured by viral video viewership -- of the Seinfeld/Gates ads is indicative of a larger trend. We have used our tracking database of over 100 million videos to investigate dozens of viral video campaigns... all in efforts to help our brand advertiser clients better understand how to connect with the Internet video audience.

For instance, we don't see much correlation between viral video success and video production quality. Some viral videos are super-slick while others are plainly UGC. At the same time, there is unquestionably a connection between viral video ads that challenge the audience's expectations, whether it be Quicksilver's classic (and controversial) Dynamite Surfing ad (http://www.youtube.com/watch?v=JR_naKxLEPc - for the record, 100+ unique video placements with almost 6 million views in aggregate) and the super-successful Nike Hyperdunk ad with Kobe Bryant (detailed breakdown at http://www.visiblemeasures.com/see-it-in-action/engaged-reach/ - 250+ placements with 16 million (!!) views total).

While taking a very different creative approach, the Seinfeld/Gates ads definitely challenged audience expectations and substantial online viewership -- and dialog -- resulted. Of course, no one can yet say if this is causal, but our data certainly suggests correlation. :)

In closing -- and my apologies for the long comment! -- thanks again for the post and it's great to have another experienced practitioner searching for insights in the curious phenomenon of viral video. We at Visible Measures do not claim to have all, or even some, of the answers... though we do have a mountain of carefully collected data that we're investigating -- and are now sharing the results on our blog (http://www.visiblemeasures.com/news-and-events/blog/). I certainly hope we have the chance to connect and compare notes.

Best,
Matt Cutler
Visible Measures

[Penguinisto]

Heh.

The "I'm a PC" ads are too tied to Apple - It's more like you're left with the impression of "okay, so why is a PC better? because some actors say so?" It's too muddy and conceptual, not so much a clear message to sell PC's.

The Gates/Seinfeld thing isn't really any better, but at least you know who Bill Gates is.

What I don't get is, why can't MSFT take the "VoIP as you are" flash ads, and adapt that storyline/plot/concept to a more general audience? It'd do a whole lot better than what they're thrashing about with now.

[supoman]

It also implies that the message is "See. PC's really don't suck!!" Which is almost like saying "We suck we just don't want you to think we do!!"

[Vegaman_Dan]

Penguinisto wrote:

"The "I'm a PC" ads are too tied to Apple - It's more like you're left with the impression of "okay, so why is a PC better? because some actors say so?" It's too muddy and conceptual, not so much a clear message to sell PC's"

Did you actually see the ads in question? The "I'm a PC" ads were not paid actors- many were pulled from YouTube as submissions. Go to the Microsoft site in question to learn more. Knowledge will help you avoid errors like this.

But to follow up your comments- the Mac ads DO use paid actors. What does that say? Use a Mac because a person is paid to tell you what to think? That also is the wrong message to give based upon your comments.

I would love to see more Gates/Seinfeld ads myself, but the company is keeping pretty mum even internally about what this advertising campaign will have in it.

[ChrisLang]

If you look back on what was said after watching the Seinfeld stuff, it was mostly negative. So who cares that is was viral or not, if when it was passed on virally, it was to hate on it?

[0ldg33k]

The reason that the Gates/Sienfeld ads had so many hits was because no one could figure out the message that it was trying to convey!

It strikes me like one of those movies that only film critics like and the people who attend the sundance film festival. They only way they would like it better is if it had French subutitles,

The "I am PC' adds resonate with the general population who use them every day to do thier job, and guess what, like them. I have had many people comment to me that they find the "I am PC" add to be clear and concise.

They have grown tired of the seeing the Apple adds pound day after day that the only way that you can be smart and cool is to use Apple.

But then I am over 40 and live outside of Silicon Valley or New York so I can't really be in touch.

[daedbird]

Hi, I'm a Mac(user) but I really liked the Gates/Seinfeld ads, and wish they would make more. I think one of the rumors was there was going to be a soup nzi type ad, and I want to see how they would compare the limited choices to Apple's vertical startegy. I think the one problem some had with the two ads did not really give any information about current or new products (unless we are getting an edible computer soon) but that's not what they were designed to do - they were meant to personalize the great monolith that Microsoft has come to be known as. I think the wall is being broken by the Bill and Melinda Gates Foundation, but they need to do more, and these ads were a start. I think they should have an ad where Jerry and Bill hang out at Gates house, showing all the cool, cutting edge items Bill has, and Jerry makes some jokes about living in a space station. That segues into new products like those multi-touch interfaces, or how media center can be linked to the X Box and Zune for complete multimedia integration. Its hard to admit, but MS has gotten that computer into the home entertainment system through the 360, and they should show people what could be done. Then Jerry and Bill can get back out on the road, living with people - say a nurse who works the night shift, who wants to watch TV or have something to listen or watch when she is on her commute. Jerry could interrupt, asking her to check out a mole, or talk about mold growing on something in the fridge......

[pjhenry1216]

The reasons it was viral was because they were somewhat entertaining. I found them humorous. It may not have been everybody's cup of tea, but it was definitely found to be humorous to a number of people. When something isn't funny, you don't tell them, "Dude, this was so bad. You should go watch it." It spread by word of mouth through two different avenues. One, was from computer enthusiasts who watched it on the articles badmouthing it and the other was through the average person just telling people the clip was humorous and worthwhile to watch. The only people who gave negative reviews were people who wouldn't have their mind swayed about Microsoft no matter what the commercial was.

[wiarumas]

I liked both. Here is why...

The I am a PC commercial is clear, concise, and is on par with 90% of commercials that run on the air. it is your average, run of the mill commercial. The message: PC has a dominant market share. Its not annoying - its quick and painless.

Now, the Gates/Seinfeld ones were enjoyable. They were... unique. It accomplished the mission because it got people talking about Microsoft. The whole "***" feeling you get is exactly what they wanted. You sent that video to your friends, on message boards, people talk about it at work. It worked. However, I would hate to see it on TV. They need to stick to online viral marketing. Its largely successful and is cheaper. I would like to see them continue the series (perhaps even lengthier episodes).

Now if that isn't a multi pronged approach to marketing, I don't know what is. However, take my thoughts with a grain of salt because I'm a business/IT consultant - I don't know anything about marketing.

[shinelikeitdoes]

the "im a pc" ads are lame and dont really say anything other than "we are people that use computers" and guess what. a mac is a "pc" too and even a box with linux can be a "personal computer". the campaign does nothing to bolster microsoft or change anyones mind from the fact that vista is a PoC.

[marshuff]

Well Chris, you missed the point....again. Your article was about as lame as Obama trying to sound sincere. Thought I would throw that in since you seemed to think you can take cheap shots at Palin. I think it's great that Gates can have a little fun and let his hair down a bit. Anytime so much space is devoted to blogs and comments about those ads I think it worked just fine. It certainly got all the Mac users going.

[MaggieRed]

What these ad analyzers seem to fail to understand is while the station may still be tuned, once a viewer determines it is a annoying or offensive ad, they either get up and leave the room to do something else like go to the bathroom or get a snack, let the dog out, etc., then there are the people who hate the ads and push mute and walk out of the room and finally those that can't stand your ads and click to channel surf.

I think the ads achieve a rating of less than a B rated movie at 3 am on a weekday morning. To me they are an example of how Microsoft cannot think for themselves, they must copy everyone or buy the technology or idea, and I mute or change the channel so I don't have to listen to the stupid nonsense.

[dccyra]

MS also has the Mojave Experiement (http://www.mojaveexperient.com) ads out where they rename MS Vista to MS Mojave and tell people it's the latest version of MS. The only reason they use "I'm a PC" is a direct attack back at Mac, and an attempt to deaden the "curse word" of being a PC. Personally, I liked the Gates/Seinfeld ads because they made you think. I don't even mind them on television because even while I'm sitting at my computer, they made still made me stop and look for a moment. Although I agree that they probably would work better as a full viral setup with their own web page like wiarumas.

[Norseman]

The Seinfeld/Gates ads may have been entertaining (in a head-scratching kind of way), but I think the "I'm a PC" series of ads will be a lot more effective as far as getting people to have the "warm fuzzies" about Windows. And isn't that what Microsoft is trying to accomplish--brand awareness and acceptance?

[Zaunto]

I still say that Microsoft should get to the "meat on the bone". I'm a PC. What can I "DO"?? THAT is the real question that needs to be answered, in order to connect people who want to do something with the technology that they've purchased. Example- I recently bought a new Acer laptop that has a built in webcam. With it, I can not only video chat with others, I can record and edit movies. I can do this on a laptop that cost me less than $450 (Apple's Macbook is double that price.) Show us what can be done with PC's. Vague innuendos just don't cut it.