Microsoft tones it down for 'Me' launch

REDMOND, WA: In a shift away from the usual glam and flash associated with its big-budget product launches, Microsoft is taking a decidedly more down-home approach to the introduction of its Windows Millennium edition. The new consumer-oriented version of the package - nicknamed 'Me' - will kick off via a 10-week, 25-city US mall tour.

REDMOND, WA: In a shift away from the usual glam and flash associated with its big-budget product launches, Microsoft is taking a decidedly more down-home approach to the introduction of its Windows Millennium edition. The new consumer-oriented version of the package - nicknamed 'Me' - will kick off via a 10-week, 25-city US mall tour.

REDMOND, WA: In a shift away from the usual glam and flash associated with its big-budget product launches, Microsoft is taking a decidedly more down-home approach to the introduction of its Windows Millennium edition. The new consumer-oriented version of the package - nicknamed 'Me' - will kick off via a 10-week, 25-city US mall tour.

Beginning in the San Francisco Bay Area on September 14, the day Windows Me will be available for retail purchase, Microsoft's Milwaukee events agency GMR Marketing will be taking a 1,000-plus square-foot display booth on the road to shopping centers across the country. Visitors will be invited to test first-hand key features of the new operating system, such as video editing, digital music software and home networking tools.

Microsoft is still pulling out all the stops on the traditional PR front: it will conduct a targeted broadcast media campaign for each of the cities visited and hold both an online sweepstakes and a September 14 Webcast.

Product-launch PR specialist Lou Covey believes Microsoft's 'Meet ME' tour is a wise move: 'By going directly to customers and showing them the product works - even under manufactured conditions - they are rebuilding loyalty.'



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