Microsoft bodges Vista promo to bloggers
by Brian Turner
They also reported they were sent a note “from Loki”, which identified the gifts as part of Microsoft’s Vanishing Point Game – a viral marketing campaign intended to promote Microsoft Vista.
However, a comment by Aaron Coldiron, from the Vista development team, stated that these were review copies only, and that these should be returned or given away, rather than kept.
The suggestion was that this was made clear to the bloggers – but the bloggers disagree, and report that no such statement or request came with their gifts.
The result is that a high-flying promotions campaign is fast turning into a public relations disaster.
The bloggers are also angry that they felt improperly informed about the purpose of the gifts, especially that they are now no longer part of a viral marketing campaign, but instead simply “reviewers” with no brief on disclosure.
The overall effect is that the marketing campaign has backfired quite badly.
Additionally, it has also raised an important case study for marketers on the issue of sending free gifts to bloggers for promotional purposes.
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