7 Major Missteps For Microsoft's Surface

The Commercials

Microsoft's advertising campaign for its Surface devices was a strange effort. The commercials featured cliques of people dancing in intricately choreographed sequences and snapping their Surface tablets together with colorful keyboard docks (that cost extra and didn't actually ship with the device). But, the commercials barely gave viewers a look at what was on the Surface's screen and didn't offer any information about Windows RT and the differences between that OS and Windows 8. In short, the commercials were big on dancing and small on any real details or features. Microsoft altered its branding course recently with a new campaign that favorably compares Windows 8 and RT devices, including the Surface, against Apple's iPad; the Surface RT comparison highlights the device's USB port and keyboard, but that's about it.


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