COMMENTS
I think you make a good point; sometimes the hesitation harms more than protects companies. I've had to skin my knees a few times when I started in social media and blogging. It's a process that involves constant learning - so we're all in it together. I say go for it!
I want to know who is helping the customers during this almost 5 minute dance? How many customers got frustrated and left?
I agree, better something than nothing. Imagine what would have happened if a little more effort were put into this video. :)
White nerds dancing. A triple oxymoron. But fun. The women, as usual, are superior dancers. Better chromosomes.
I'm all for using creative content to get attention, but Microsoft misses the mark. The problem is that viewers are aware of how rehearsed this looks--I doubt that any of their employees are really that excited about Microsoft's products. In the end, it doesn't seem genuine and it looks like a desperate attempt to copy Apple's coolness.
Actually, the most disturbing thing I found about it is the lenght to which Microsoft went to make their store resemble an Apple store. It's one thing to emulate successfull competitor moves, but c'mon add
something of your own!
@Jake I totally agree that these people look quite "rehearsed" and I don't deny that this wasn't Microsoft's their best effort - but I think if they learn something from this video it won't be a wasted marketing effort. I will say that there is a trend right now in video where a group of people start spontaneous dancing. Naturally, you're going to compare this video to other successful videos of it's type. It's unfortunate that they created a video that merely recreates the success of other videos, but I think when you're just getting started with online video you're more than likely to manufacturer someone else's success before striking out and creating an original idea. Hopefully they'll learn from their mistakes and create something that resonates with their audience more effectively.
Painful to watch but tough to call >240,000 views a flop!
Interesting post. I’m a big fan of these kinds of videos and often find myself re-posting them on facebook. I think you’re right about why it was panned- it’s way too long and the choice of the electric slide as the dance is lame (reminds me of the poor servers at Outback Steakhouse doing the dinnertime line dancing). I also think the song choice was poor because there’s already an incredible one-take video making the rounds that uses that same song (http://www.youtube.com/watch?v=-zcOFN_VBVo&feature=player_embedded) –and it blows Microsoft’s video out of the water. I also just saw someone post a fun flash mob dance video this morning that was way more entertaining (http://www.youtube.com/watch?v=Ao4DkbGbxl0&feature=player_embedded) . I think the thing that sets those videos, and the HubSpot ones you posted, apart is the uniqueness, creativity and planning that is involved…I really think that you have to “go big or go home” if you’re going to do something like this- maybe that’s why I’d need to hire HubSpot to help :)
It's a good question 'What was Microsoft's goal and did they accomplish it?" That
wedding video from the summer that went viral was very cheesy, yet everyone loved it. Why? Partly because it was unexpected. The Microsoft video almost looks like an attempt at an Apple ad. If the goal was to get people to come into the store, they should have done something shorter and to the point. This looks like an also ran and they need something more creative. If the goal was to say "Look we have a store", maybe they accomplished that goal.
@RobArden Your comments made me think of something - It appears that our expectation is that if video content has been manufactured (such as the Microsoft video) then that means it should be really awesome. But what makes manufactured content awesome? Videos like the MCHammer Flash Mob video or even the Flagpole Sittas Lip Dub I posted were all planned but very successful because they were well executed. Why were they well executed? The participants were clearly enthusiastic and excited to create the content. Perhaps if Microsoft's store employees would have been just a little more enthusiastic it would have created the energy necessary to catapult this video to a different place. I hope that big companies like Microsoft continue to try to do more informal, fun time things and this doesn't deter anyone from creating content that rocks.
MicroSoft became the giant they are because Bill Gates is a brilliant marketer. No one can refute that they made themselves into a household name.
I personally don't like the video, too long, we've all been at weddings that included the electric slide after a few drinks. But, we are watching it (whether we like it or not, we are watching). So, that in and of itself makes it less of a failure, right?
I'd say Microsoft is building their brand as featured in the "Hi, I'm a Mac" ads:
- white
- pudgy
- lame
- earnest
- lovable
I think a lot of people like "PC" better than "Mac" because of those attributes. They relate to "PC" much more because most people are not hipsters with the latest toy from Apple.
From a viral perspective, I'd say the video is a success. I agree with @Mark, tough to call 240,000 hits a flop, right?
From a branding perspective, I applaud Microsoft's for their creative thinking, but I think this tactic was a mistake.
My first impression was "It looks like a SNL did a parody of the Apple Store." That'd make for a good sketch right? Honestly, I'd LOVE for Microsoft's new stores to kick some serious butt, but this ad makes me think Microsoft wants to be Apple. And they're not, and that's perfectly OK, but please don't try to sell me on something you're not.
I thought it was great! This is good quality for most small businesses. Granted, Microsoft isn't a small business by any stretch of the imagination, but it's inspiring to small businesses!
I feel like I'm watching a video of Apple employees dancing in an Apple store.... hmmm
Using Video is Good for internet marketers. We need to take care about video's interest and its size. This video is long enough. It looses its interest in end.
It is showing good quality working ambiance in Microsoft.
I agree, better something than nothing. Imagine what would have happened if a little more effort were put into this video
Great discussion, great post.
Microsoft is constantly developing high quality technology related products.Keep it up!
For once I beg to differ.
Microsoft should really know better than this botchy attempt to 'go viral'.
This is the last failed attempt in a string of videos by the software giant that should really make Microsoft rethink their whole strategy in this field.
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