Microsoft Goes Guerilla on PS3

Nate Elliott | March 26, 2007, 09:33 AM

Cool story from the Beeb on Microsoft 'crashing' Sony's European Playstation 3 launch last week by providing chairs to the people queueing for the midnight store openings. The chairs told people to visit a website where Microsoft cheekily welcomed Sony to the next generation of games consoles -- nearly 16 months after Microsoft got there.

This marketing strategy works for two reasons. First, the creative is fun -- and fun begets viral. Second, Microsoft didn't get in people's faces -- they offered people a service, and their marketing message piggbacked on that service. It's amazing how much more receptive people are to your message when you're giving them something they value.