REDMOND, WA: In a move that deflected attention from the unveiling of the bug-laden Windows 2000, Microsoft launched a dollars 150 million ad campaign for its MSN online service on February 13. But while the expensive new TV spots captured headlines in the Los Angeles Times and Forbes.com, the PR component behind the MSN push has been in play since last August.
REDMOND, WA: In a move that deflected attention from the unveiling
of the bug-laden Windows 2000, Microsoft launched a dollars 150 million
ad campaign for its MSN online service on February 13. But while the
expensive new TV spots captured headlines in the Los Angeles Times and
Forbes.com, the PR component behind the MSN push has been in play since
last August.
According to Waggener Edstrom SVP Colleen Lachter, the agency began work
on the MSN initiative about six months ago. ’The entire marketing effort
surrounding MSN, including PR, is becoming more focused on generating
awareness and subscrib- ers,’ she explained.
While Microsoft seemed more than happy to trumpet the price tag of its
new ad blitz, no numbers were disclosed regarding the PR campaign.
However, it’s likely the initiative is hefty by PR standards - director
of marketing Yusuf Mehndi was quoted in the LA Times as saying Microsoft
would be ’spending hundreds of millions more beyond advertising to
capture customers.’
Though not stated outright, the MSN PR message is clearly aimed at
stealing members away from arch-rival America Online, which currently
has more than 10 times the number of registered users.
’The emphasis of the PR program is to build awareness of the integrated
services available and the value users get by starting their Internet
experience with MSN,’ Lachter said.
While on the upswing in recent months, MSN’s subscriber base still
hovers around 2 million.
