Clearification.com is the home of a new viral campaign for the upcoming launch of Windows Vista. It is my pick for viral campaign of the month.
What I like most about it is that it has nothing to do with Windows Vista. It is simply entertaining. Windows Vista has allowed me to be entertained, and I like that. As a result, my opinion of Windows Vista and my attitude towards the brand is a bit more open than is was before.
Why? Well, because someone knew that trying to sell me on the features of Vista or offering me a discount to run out and try it at this point just won't work. That isn't the way people like me want to receive messages. They understood that the best way to get in contact with me was to entertain me a bit, sit back, and see what happens.
And yes, I'm sure a megaton of traditional marketing is on the way. Remember The Rolling Stones "Start Me Up" for Windows 95? But for now, I'm aware it is out there, and my attitude is more open towards the brand. That's not a bad way to start a conversation. A viral marketing icebreaker, of sorts.
It is clear that with Clearification.com, the battle for Daily Show comedians continues between Apple and Microsoft. Apple has John Hodgman on the Mac-vs-PC campaigns, and now Demetri Martin is the focus of this Vista viral. Demetri does the "Trendspotting" skits on The Daily Show, in case you were wondering and MS already sponsor's Demetri's These are the Jokes tour.
What is less clear is the point of the whole thing ... but who cares. It is funny, and I'm sure it will go somewhere. Also on the downside is that it feels a bit too much like an Apple campaign. But then again, imitation is what Microsoft does best. Heck, they've built a business on it.
A WHOIS lookup reveals that the site was registered by "Not the Carrot", apparently an agency in the Netherlands. Thier site cannot be accessed. Sidenote: Precision Marketing's current issue reports on the success of viral in the Netherlands. They've made the content easy to share: downloads, RSS feeds, email and an embeddable player. The artwork is by Michael Gillette and the music is by Film School Music.
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