The Lead

• Users get two options to inject themselves into the campaign; upload a photo or use a Web cam. In case PC's forgot, most of their products don't have Web cams. My Mac Book, however, has one built-in. This made it very easy for me to record my anti-PC video to their site. Which brings me to my next point...
  
• They're starting a conversation, but one that exclusively kisses their own technological rear-ends. User videos need to be approved before going live, which I understand. However, they also don't want people saying anything bad about PC's. Why not let everyone (excluding the potty-mouths) chime in? Letting PC and Mac users join the conversation would generate more buzz for the campaign, drive more traffic to their site and probably give Microsoft's marketing brains more fuel for future campaigns. Instead, they fall short, like many companies in social media, by trying to remain in control. We always tell clients that the conversation will go on with or without you, which I'm proving right now.
  
• Some statements make fun of PC's without trying. One lady claims, "I'm a PC, and I have a cold." She probably meant "virus."

The Funny:
They're trying to break away from the "PC-nerd" stereotype, yet half the videos I watched involve nerds - at least by general definition.

Case-in-Point:
One guy is a PC. He "loves to game."
Another guys is a PC. He "likes Batman."
My personal favorite..."I'm a PC. And that's the most exciting thing about me."

I'm anxious to see where they take this from here. Until then, "I'm a Mac, and, nice try PC's."