With the imminent release of Windows 7, Microsoft (NSDQ: MSFT) is the sponsor of Fox's upcoming "Family Guy" comedy special in an apparent attempt to market Windows 7 to viewers in a way that is unconventional and creative.
The lavish spectacle often irreverent Family Guy makes fun of Microsoft and Bill Gates and the Zune have been in the past. But while the shrill content Family Guy may seem a bit off the typical marketing field, Microsoft seems to think the right kind of nervously designed Windows 7-related marketing content will resonate in the audience of the program.
Family Guy the special, airing November 8, shows commercial-free uninterrupted or promotions on the network, and instead "unique feature of Windows 7-branded programming that blends seamlessly with the content of the show," according to Microsoft. The show will celebrate the work of Seth MacFarlane, creator of "Family Guy" "American Dad" and "The Cleveland Show" and also stars "MacFarlane's Family Guy," co-star, Alex Borstein.
Microsoft is making the big fish in this campaign that makes sense, since it must be very carefully - and fun - to work. Universal McCann and Crispin Porter + Bogusky has asked to become what Microsoft calls "brand integrations" that are designed in the same line as the "Texaco Star Theater radio, and television programs of the 1940s and 1950s.
In 2008, Microsoft hired Crispin Porter + Bogusky, part of an effort of 300 million U.S. dollars of brand aimed at countering the devilishly effective resuscitation of Apple "Get A Mac campaign. Microsoft executives have spent much of this year talking about how well the investment has paid off, and despite some early setbacks - namely, that of Jerry Seinfeld and Bill Gates, head-scratchers - the Crispin Porter + Bogusky points have been well received by Microsoft partners.
Gayle Troberman, general manager of consumer engagement and advertising at Microsoft, said that the aim of the sponsorship of The Family Guy is to show how the power and simplicity of Windows 7 may improve the content of popular Fox. "We've simplified the PC with Windows 7, and along with Fox, we are simplifying entertainment," Troberman said in a statement.
Microsoft is also working with Fox Licensing and Merchandising of a 12-week tour of U.S. universities that encourage students to test Windows 7, and also have movie nights outdoors and other "personal entertainment", the company said in a statement. In this effort, Microsoft and Fox hope to reach some 4.3 million college students.
Microsoft is obviously ramp up the "cool factor" with her father and college campaigns focused on Windows 7, but the message is marketing Windows 7 will have to be extravagant, bold and fun. Otherwise, only be another target for ridicule.
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