TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

Apple Legal to MS: “Hey, you need to stop running those (Laptop Hunter) ads, we lowered our prices.”

At the 2009 Microsoft Worldwide Partner Conference on Wednesday, Microsoft COO Kevin Turner told a quick story about a call he received from Apple’s legal department following the launch of “Laptop Hunters”. In the campaign, which Turner claims are unscripted, people are given $1,000 to find a laptop that suits their needs. Those pesky Mac people don’t like them, apparently.

In pretty much each iteration, folks choose computers that aren’t made by Apple &#151 because you’d be hard-pressed to find a new Mac for less than a grand. But then Apple lowered their prices, by “like $100 off or something,” notes Turner, at which point he got the now semi-infamous call from Apple’s legal team (says he) that made him do cartwheels all the way home. Turner:

And so we’ve been running these PC value ads. Just giving people saying, hey, what are you looking to spend? “Oh, I’m looking to spend less than $1,000.” Well we’ll give you $1,000. Go in and look and see what you can buy. And they come out and they just show them. Those are completely unscripted commercials.

And you know why I know they’re working? Because two weeks ago we got a call from the Apple legal department saying, hey &#151 this is a true story &#151 saying, “Hey, you need to stop running those ads, we lowered our prices.” They took like $100 off or something. It was the greatest single phone call in the history that I’ve ever taken in business. (Applause.)

I did cartwheels down the hallway. At first I said, “Is this a joke? Who are you?” Not understanding what an opportunity. And so we’re just going to keep running them and running them and running them.



Mediabistro Course

Online Production for Writers and Editors

Online Production for Writers and EditorsStarting October 30, learn how translate your written work into multi-dimensional and editorially relevant digital content! In this course you'll learn how to navigate a CMS, crop, resize, and optimize photos, create graphics, enhance static text through HTML/CSS, and measure the effectiveness of your content using analytics. Register now!