Thu 5th of July 2012, filed under Mobile Marketing
Microsoft trumps Apple
Microsoft's advert for its highly-anticipated Surface tablet was the most shared video campaign in June.
The ad lasts just over a minute, and features shots of the device on a white table in a brightly lit room. Despite the fact that the product only arrived in the second half of the month, it was shared over a quarter of a million times before the start of July, according to figures from the Internet Advertising Bureau UK.
Helped by its much-anticipated launch, which was shrouded in secrecy right up until the day itself, Microsoft hopes Surface will overhaul Apple's iPad in the increasingly competitive tablet market, where Google Nexus is also challenging.
Elsewhere, Apple featured in the top five with its advert for the latest Macbook Pro. However, the video, showing designer Sir Jonathan Ive explaining the latest updates, could not get close to Microsoft's effort, which enjoyed over ten times as many shares.
While reaction to Surface has been mixed, particularly after it appeared to crash during the launch demonstration, these figures will encourage Microsoft.
More shared ads for June
The top five most shared adverts also featured Samsung's Galaxy S III, which was seen in the company's latest 30-second spot as part of a series highlighting the different functions of the smartphone.
Viewers see the product being used to take wedding photographs, help a man propose and read a story to a young child. Over 16,000 people liked it enough to share it.
Samsung will hope the Galaxy S III builds on this level of popularity in the wake of its recent patent row with Apple, which saw the Galaxy Tab 10.1 banned in the US pending the outcome of Apple's lawsuit, which claims Samsung's design is too similar to the iPad.
The two adverts completing the top five were for cars. Mercedes came in at number two, above Apple and Samsung. Its video, starring former F1 driver David Coulthard catching a golf ball driven by pro player Jake Shepherd while driving around a racetrack, attracted nearly 50,000 shares. Aston Martin rounded out the list at number five.
Tom Glass, creative director at theEword, said: "Microsoft will certainly be pleased that so many people are sharing their advert, particularly after such huge hype surrounding the product launch. Of course, an advert share is not the same as a purchase, so we will have to wait to see how popular Surface really is."
Posted by James Riches