Microsoft Finally Does Some Intelligent Marketing For The ZuneSep 7th, 2010 | By James Lewin | Category: iPods & Portable Media Players
The Zune has been the whipping boy of new media since the portable media player’s introduction, because Microsoft made the mistake of taking a iPod wannabee and throwing a bunch of marketing money at it.
The Zune has improved a lot, since then, but it still hasn’t made an impression with buyers. This is largely because Microsoft botched the brand introduction of the Zune, establishing the brand as the biggest tech failure of the last decade.
United Airlines has just given the media player a new lease on life thanks to a partnership that will place Zune HDs into the hands of patrons. Reportedly, United will host around 500 Zune players on extra-long flights between the U.S. and Australia and Hong Kong.
The deal will provide those Zune players with pre-loaded content that can’t be found anywhere else (think pre-release movies), but details beyond that have yet to be made public.
This isn’t a huge deal for Microsoft – but it’s a smart one.
Take a bored, captive audience and give them Zunes loaded with content and you’re going to get a lot of people giving the Zune an open mind.
The next thing Microsoft should do is send free Zunes to the top 100 podcasters in the Zune podcast directory, along with a cheat sheet on getting started with podcasts on the Zune. If it gets 10 of them talking about the Zune, expand the program to the top 500 podcasters.
Then do the same thing with the top 100 new media blogs. Apple press ignores blogs, so it’s one place where it should be easy to one-up Apple.
Send another to the top 100 video bloggers on YouTube!
What do you think of the United Airlines Zune deal? And what do you think Microsoft needs to do to get people to give the current Zunes a chance?