Microsoft, Intel Spread 'Digital Joy'

Intel and Microsoft have teamed up for a joint marketing campaign to proclaim the merits of the "digital lifestyle." The Digital Joy campaign focuses on the new experiences that arise when consumer electronics are interconnected. The campaign's ultimate goal is to establish a strong brand image for products built using Microsoft's Windows XP Media Center 2005 operating system and Intel's Pentium 4 processor family.

The marketing mix will use both addressable and interactive media. Its message execution is composed of television, print, online and cinema advertisements created by Deutsch Inc. highlighting the experiences customers can have with Windows and Intel powered home entertainment. More personal selling will occur in 38 high traffic shopping malls across the United States where customers can "test drive" products as they would in their own living rooms in staged "digital home settings."

Although the software giant and Intel are cycling more time and resources into product promotion, the products are literally already on the market. Microsoft formally released Media Center 2005 last month.

Media Center combines photo slideshows, digital video, music, high definition television, digital video recording, and portable device support inside a custom built interface. Other capabilities include built-in support for Windows Media Extender technology which wirelessly broadcasts digital media to MSN set top boxes, the Xbox game console and eventually, compatible television sets.

That said the complexity of the "digital home" ecosystem requires a consistent and memorable message that reinforces customer trust, liking and satisfaction. Jupiter Research senior analyst Joe Wilcox weighed in saying, "The marketing campaign is necessary for three reasons: One, products like Windows Media Center don't sell themselves. Microsoft and its partners have left an advertising void Apple has easily exploited."

Wilcox continued, "Two, the Microsoft and partner digital entertainment message is complex. Apple only needs to sell music, which is pretty straightforward. Media Center does photos, music, movies, DVDs, radio, TV and online services--and there are third-party products plugging into these capabilities. Microsoft and its partners need to distill this complexity into an easily communicated vision of the PC and digital entertainment. Three, Media Center PCs and associated products and services must be experienced before consumers can really appreciate the value. That's because the products extend capabilities consumers wouldn't normally associate with a PC."

In addition, Intel and Microsoft are also launching a Web site devoted to digital entertainment technology.