Windows ‘Mojave’ Video Posts
Last week we showed a video of the Mojave Experiment to a small group of folks here on campus. Today we are excited to share the results with the public. — For those new to the Mojave Experiment, it's a focus group effort we initiated a few weeks ago.
Context & Ripple Effects
Microsoft had already been using online video in its Vista marketing, including a Vista advertising push on YouTube. Mojave extends that communications effort with a public video built around a company-initiated focus group.
The experiment was framed days earlier as an attempt to revive Vista's image; publishing the results turns that framing into a reusable piece of persuasion rather than a closed campus presentation.
First-order effects
- Microsoft gains a public-facing asset for countering negative perceptions of Vista, while viewers are asked to evaluate the product through the Mojave experiment's focus-group framing.
Second-order effects
- Microsoft's Vista marketing shifts further toward online video, making response and distribution through web channels more central than a campus-only demonstration.
Third-order effects
- If Microsoft continues to use controlled demonstrations and audience testing in product promotion, operating-system competition will increasingly include managing perception alongside feature delivery.
The trend: Major software vendors are treating web video and structured user reaction as part of the product-marketing battle, not merely as advertising distribution.