In their attempts to differentiate themselves and reduce (if possible), the gap with Google, Microsoft, Yahoo! and others are multiplying Web marketing campaigns.
Today, Microsoft emailed to some of its livemail (former hotmail) French users http://www.image-addict.fr/
A classic Internet game, allowing users to participate to a contest (andwin an Xbox360 maybe). The principle is simple: to guess a word in a limited time (30sec here). But guess what are the hints: 20 images.
This is smart.
The first clever idea is to use sets of 20 pictures to guess a word. It is simple to understand and quite funny considered the time limit. Same neurologic principles are used in some “train your brain” games.
The second clever idea is the use of live.com’s image search. Most users admit that Microsoft’s search service main spectacular feature, is its image rendering engine – a clear difference with Google search image rendering for instance.
Considering the importance of image search, this marketing campaign really combines
- funny and quite addictive principle (depending on the number of words to guess)
- focus on a major market trend (importance of image)
- clear illustration of a differentiating factor (MS's image rendering)
http://www.live.com
http://www.image-addict.fr
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