Microsoft is pumping out a global $500 million Vista advertising campaign which is expected to serve 6.6 billion impressions in the first few months.
Marketing stunts and sponsorships will include a human billboard with 16 dancers, party in Times Square, LeBron James in the TV ads, and CEO Steve Ballmer will greet customers at Best Buy in New York.
AdAge reports that Microsoft is going all out with the campaign, eventhough Vista will be installed on most new PC’s for sale over the next few months.
…according to Microsoft — which goes so far as to borrow from images such as a child discovering a snowfall, the fall of the Berlin Wall and Woodstock to persuade consumers that Vista is not just an operating system, but a potentially life-changing event.
“Awareness is not enough,” said John B. Williams, general manager-Windows global communications. “The goal for this campaign [is to] get at the heart of excitement.”