Business Services Industry
Microsoft Puts $300 Million into MSN Internet Service Butterfly Campaign.
Knight Ridder/Tribune Business News, October, 2002
By Brier Dudley, The Seattle Times Knight Ridder/Tribune Business News
Oct. 14--Butterflies are normally rare in October, but it will be hard to avoid them beginning this week as Microsoft begins spending $300 million to advertise a new version of the MSN Internet service and its butterfly logo.
MSN 8 makes its debut Oct. 24, but the cheeky campaign starts this week to take some steam from AOL Time Warner, which is launching the latest edition of the America Online service tomorrow.
With 35 million subscribers, AOL is the dominant service. But Microsoft, with 9 million MSN subscribers, is using the ads to position its product as technologically superior.
To that end the campaign starts today in Superior, Wis., where a woman in...
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