Magazine article Marketing

Microsoft Rolls out IE9 'Beautiful Web' Activity

Magazine article Marketing

Microsoft Rolls out IE9 'Beautiful Web' Activity

Article excerpt

Microsoft is embarking on its most significant marketing push to date for its Internet Explorer browser, amid growing competition from Google's Chrome and Mozilla's Firefox.

It is launching two separate campaigns to promote the latest version of the browser (IE9), as well as driving awareness of the Internet Explorer brand itself.

Microsoft will roll out a UK variant of its latest US TV campaign on 2 April. The activity is intended to showcase how the browser allows users to experience 'the beauty of the web'.

This marks a shift in strategy, with less focus on the browser itself and more on the content it can help users discover. The ads feature the strapline 'Welcome to a more beautiful web'.

The campaign, created in-house, will also run online, in cinemas and across outdoor sites until June. Marketing agency Wunderman built the digital ads while UM London handled the media.

Internet Explorer is also working with a series of partners and developers to use the browser in creative ways. …

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