Engaging the Audience on Another Level

Windows created quite the buzz-based campaign for their recent release of Windows Vista. According to an entry on Womnibus, a blog specifically about word of mouth marketing, Microsoft went all out with a campaign speaking specifically to the bloggers of the world and the techno driven, computer game playing segment. The Womnibus article, Vista Puzzle Campaign Brings on the Buzz, also linked to a Red Herring article about the campaign, Vista Buzz Builds on Puzzles, which begs the question, "Will the buzz translate to sales?"

Considering that this campaign is being viewed as one of the "most ambitious interactive games to create product excitement in history," I was surprised that I had not heard about it. Perhaps the genius behind the campaign is that it was extremely targeted to the "vista enthusiasts," the hardcore techies, and in that case, it would make perfect sense that I knew nothing about it.

I must admit, the concept is rather elaborate and exciting: mysterious clues sent via black envelopes and cryptic sky writings in major cities by the "puzzle mistress" of an online game. Even more compelling are the prizes, with the reward for first place being a trip 63 miles into space. Thousands of people have been going to the vanishingpointgame.com to pore over clues and try to solve puzzles. The black envelope sent to bloggers contained an oddly shaped USB drive with clue documents and then a letter from Loki, the puzzle mistress. Even one blogger, Tod Ogasawara , claimed that he was not a "viral marketing fanboy" but that he simply is a sucker for a puzzle.

Checking out the puzzle website now, it appears that all of the puzzles have been solved, so there must have been quite a response. The deadline was in conjunction with the Vista launch February 8, but the website does not seem to say anything about the winner. Will the contest deliver the fabulous prize and cement a successful first month launch?