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« I'm a PC, and I'm Still a Nerd. | Main | We tease to please . . . Headlines writ with wit and search engine marketing magnetism » I'm a PC, continued...Posted by Jason Swartz on September 30, 2008 at September 30, 2008 2:28 PMIf you read my last post you know I tried submitting a video to Microsoft's "I'm a PC" microsite, where I stated that I disliked (hated) PC's and that I was using the built-in webcam on my Mac to create my video. Before submitting, Microsoft had to remain in control by reviewing my video and make sure it fit their standards. However, I didn't break any of their rules. Here's the generic email they sent back to me: "Thanks for your submission. We'd love to show it, but there's a legal issue holding us back. There could be someone else in the frame who is not identified, or it looks like someone is under age. You might be doing something illegal or close enough to illegal that we can't show it. Or maybe trademarked material is onscreen without permission. Most likely you should just re-submit a new file, being mindful of these issues. We'll check it quickly and if it's legal, we will show the world what kind of PC you are." I love the last line. Did they even watch my video? If so, they'd know that the kind of PC I am is an invisible one. Furthermore, I didn't have anyone else in the frame, I quit hanging out with underage people a long time ago, I didn't do anything illegal or close to illegal and did not have any trademarked material on the screen. Yet, I was still denied. OK, I did say I hated PC's as well as took a shot at them by saying I was creating my video using the built-in webcam on my Mac (which PC's don't typically offer). However, I reached out to them. I engaged in the conversation they created. Don't I deserve more than a generic email, which boldly asks me to use more of my free time to submit another video? If they were smart, they would have sent me a personal email that read something like this: "Jason, thanks for your submission. We understand your frustration with PC's. The goal of our campaign is to show that we don't fit the stereotype our competitor makes us out to be. We'd like to give you a free trial of (insert product name here). Once you've used it, let us know what you think and how it compares with your Mac. Even if we don't convert you to a PC user, your feedback is greatly appreciated and will help us continue building the most effective products possible. Email us at this address and we'll get you all set up." Don't you think a message like this is going to change my perspective a bit? Could it evoke some positive word-of-mouth from me, a Mac user, the next time I'm in a discussion with other consumers about PC's vs. Mac's? I know, I know. They can't send everyone a free product trial. But in some cases they should - or at least provide something worth talking about. Their goal is to change their stodgy image, take customers away from their biggest competitor (Apple) and ultimately, convert people to PC users in order to increase their bottom line. Generic, impersonal auto-response emails and consumer-generated videos expressing love for your products is just a weak execution of a very cool social media idea that had a lot of potential.
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