MSN 8 blitz aims to steal AOL's thunder
InfoWorld | at | by Mike
Microsoft kicked off what will be a $300 million marketing blitz for its new MSN 8 Internet access software Monday, one day before rival America Online (AOL) is set to launch the 8.0 version of its software in what has become an Internet service provider showdown. Although Microsoft's media campaign won't officially begin until it launches MSN 8 on Oct. 24, the software giant plans to rain marketing money on AOL's parade with an MSN 8 event in Superior, Wisc., Monday to show off its "superiority," while simultaneously unveiling a massive billboard in New York's Times Square.
The media bonanza, which includes online, print, broadcast, and radio ads and runs until mid-2003, is a sign of just how serious Microsoft is about gaining traction as an ISP. In fact, the campaign doubles the amount of money Microsoft spent when it launched MSN 7 last October, according to MSN Product Manager Parul Shah.