Technology brands are increasingly shedding their traditionally dry, rational messaging and shifting their approach in connecting with audiences. A far cry from the stereotypical geek image, these brands are placing the notion of entertainment core to their strategy.

Apple started this a long time ago and of course continues today with the evolution of its Mac vs. PC campaign into the online space.
Press play below…

The PC vs. Mac dialogue we are all familiar with continues by interacting with other seemingly static banner ads. It’s new, it’s innovative and just what we’d expect from Apple.

But innovation isn’t always what you’d expect from others in this category. Fun is at the centre of this strategy that was used to launch Microsoft Vista, demonstrating the home is a theme park of entertainment. And it did it by bringing home entertainment to the streets of New Zealand.

And HP put its trust in the hands of students with its HP Invent campaign, briefing students to promote HP’s workstation’s ability. The prize: a job in the creative industry. Tom Wrigglesworth and Matt Robinson got busy filming, achieving popular results with 339,000 views on Vimoe and 63,000 on YouTube.

Proof enough that technology brands are moving into a more entertaining territory? A good progression and in a world where content is forming the basis of our lives, an absolute must for advertisers today.

P.S. Another amusing one here from b2b marketers:

Posted by: Carmen Campbell
Thanks to: Y&R New Zealand, Microsoft, Apple, Contagious, Cool Hunter, HP, Intel, Madnonnie