The New York Times explores Microsoft’s attempt to “go viral” with its new operating system, Vista.
Marketers are turning to unusual, often little-known personalities who offer the kind of novelty and freshness that young people might blog about, link to and comment on in chats: in other words, make viral on the Internet.
Demetri Martin is not exactly a household name. And that’s exactly the point, said Tommy Means, co-founder of Mekanism, the San Francisco agency hired to create a campaign aimed at the 18- to 30-year-olds who populate online communities.
Along with Microsoft’s ad agency, McCann Erickson, a unit of the Interpublic Group, Mr. Martin and Mekanism developed a Web site (clearification.com) that offers a series of “webisodes” from Martin.
Microsoft liked Mr. Martin’s in-the-know humor, but was also drawn to his built-in digital audience. His page on MySpace.com lists more than 80,000 friends.
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