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Viral Vista: The “Mojave Experiment”

July 30, 2008
by Joe Wilcox
Blogger, Microsoft Watch

Joe Wilcox

It’s the seventh inning, and Microsoft finally hits a marketing home run. Is it a gamer winner? If the competition were Apple, which surged to 8.5 percent U.S. PC market share in the second quarter, the answer would be yes. But Microsoft faces its toughest competitor ever: Itself. I spent some time this morning reviewing the candid—and arguably craftily edited—”Mojave Experiment” videos. As I explained yesterday, Microsoft conducted a focus group with people with negative attitudes about Windows Vista. They were shown what was supposed to be new Windows version “Mojave,” but it really was Windows Vista. Microsoft’s new “Mojave Experiment” Web site, which went live today, is the resulting marketing collateral.

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