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At the Microsoft Worldwide Partner Conference in New Orleans Wednesday, Turner said that he received a lot of flak when Apple first launched its ads that poked fun at Microsoft, according to a transcript.
In response, Microsoft began running "Laptop Hunter" ads. Computer shoppers are asked how much they plan to spend on a new product, and they say less than $1,000. The company then gives shoppers $1,000 and tells them to see what they can buy for that amount. After comparing Macs and PCs, the customers invariably find they can get more features on PCs and the company says they can use the $1,000 to buy one.
"Did we punch right back?" Turner said. "The 'Laptop Hunter' ads, the 'PC Rookie' ads clearly have been winners in the marketplace. And you know why I know they're working? Because two weeks ago we got a call from the Apple legal department saying, hey -- this is a true story -- 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.
"I did cartwheels down the hallway," Turner said. "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."
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