Solemnity was nowhere present last Friday when Microsoft employees trooped out of their cubicles at the Redmond campus for a funeral parade equal parts Halloween and geek Mardi Gras. Donning some of the kookiest outfits in the western hemisphere, zombies, sci-fi icons (Darth Vader), and different Village People impersonations were out in full force to “lament” the iPhone’s demise.
In fact, most conspicuous among the participants were the iPhone and Blackberry mock-ups being carried coffin style to the grave. Having perused the pictorial evidence, we’re thinking both subtlety and taste weren’t in the order of the day when they pulled off this stunt.
The Bold Statement
So what’s the big deal then? Not much, except Microsoft wanted to make a bold statement about the upcoming Windows Phone 7. In fact, to drive home the point about how much WP will trounce the competition, not only were they “buried” but one cheeky fellow carried a sign that read “Android Falling”. This was a clear indication that Microsoft was confident in its new product’s ability to outperform not just the iPhone, but also other major competitors in the smartphone market.
The event was more than just a parade; it was a theatrical performance aimed at capturing the attention of both the media and the public. The choice of costumes and the overall theme of the event were designed to create a buzz and generate discussions. By staging such an elaborate event, Microsoft aimed to position Windows Phone 7 as a revolutionary product that would redefine the smartphone landscape.
Theatrics and Marketing
To cap it all off, the jolly Microsoft people broke into a scorching rendition of “Thriller”. Find this hard to believe? There are ample pics for proof, mind you. They were taken by some dude using an HTC Evo 4G Android phone. Go figure. The choice of “Thriller” was particularly fitting, given its association with zombies and the undead, which tied in perfectly with the funeral theme. The performance added an element of fun and entertainment to the event, making it memorable for all who attended.
This kind of marketing strategy is not new to the tech world. Companies often use dramatic and eye-catching events to draw attention to their products. For example, Apple’s product launches are famous for their theatrical presentations and the element of surprise. By organizing this funeral parade, Microsoft was following in the footsteps of other tech giants, using spectacle to make a statement.
Moreover, the use of humor and satire in the event helped to humanize the Microsoft brand. It showed that the company could poke fun at itself and its competitors, making it more relatable to consumers. This approach can be particularly effective in an industry often perceived as serious and technical.
The Microsoft iPhone funeral parade was a bold and creative marketing stunt designed to generate buzz and position Windows Phone 7 as a game-changer in the smartphone market. By combining humor, theatrics, and a clear message, Microsoft succeeded in capturing the attention of both the media and the public. Whether or not Windows Phone 7 lived up to the hype is another story, but the funeral parade remains a memorable example of innovative marketing in the tech industry.
Via Electronista
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