Then there's this one:
In other words, Windows Phone 7 will save you from joining the zombie-like hordes of people glued to their Android device or iPhone. But here's the problem: I don't think any of those zombies you see on the street every day seem particularly unhappy obsessing over their devices--so it seems a little strange that Microsoft's positioning it as an ill to be cured.
If Microsoft wants to make a more substantial impact with its marketing dollar, I would suggest it take a page from Apple. Back in 2006, Cupertino started its "Get A Mac" campaign, starring John Hodgman as PC and Justin Long as Mac. Never mind that "Who is Justin Long?" is the $800 answer to the Jeopardy category, "Celebrities So Annoying We Want to Drop Them Down an Elevator Shaft"--the ads were devilishly effective at casting Windows PCs as the stogy, vulnerable, downright backwards choice.
Those ads played a significant part in increasing the Mac's public profile--and probably more than a few unit sales--at a time when Microsoft was reeling from the whole Vista debacle. In fact, Microsoft wasn't able to formulate an effective response until its "Laptop Hunters" campaign, which hit Apple right in its soft underbelly: price.
For better or worse (probably worse, from an ethical point of view), directly attacking your opponent often yields results. If Microsoft creates an ad campaign for Windows Phone 7 that pokes amusing holes in the iPhone and Google Android, it could help sway those smartphone buyers who want to know why they should buy a Microsoft device over a rival one.
But humor is key here. Microsoft does not want to come off as bitter--especially when it has so much market share to gain back against entrenched and effective competitors.
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