Rumors also at the Cebit

Viral: What's drawing Mammut to the top is something Apple and Microsoft have been doing for a long time.
How do you get the rumor mill going like that?
The right way to get things going? By announcing a major news story
announces—and nothing, absolutely nothing, about the news itself
says. Viral marketing is the term for this targeted dissemination of
Bits of information, sometimes even rumors. The California-based
Computer manufacturer Apple has been using this type of viral marketing for
Years before its in-house trade show, Macworld. The
fueled orchestrated speculation. Even cunningly planted
Product photos featuring counterfeit items are circulating online ahead of time. The whole thing
But that only works as long as everyone involved at Apple keeps their mouths shut.

In the run-up to CeBIT in Hanover, which begins on March 9, [company name] is now breaking new ground
Microsoft is also taking the viral route. For Bill Gates, however, it can be a
be a little more. Microsoft has allowed so many from the very beginning
Information is leaking out, suggesting that the rumor mill is only half
Power is bubbling. But it usually does so with double
Impact. Marketing strategists are pleased with the results: blogs,
Newspapers and news sites are actively speculating about rumored news stories.

Ominous Projects
A few days ago, the company launched a website about the mysterious
Origami Project. Two professionally produced trailers showcase the
Sparked an interest in something that's supposed to be everywhere—in the city, in the
A car, out in nature. «How can I change your life?» is the
Viewers were asked a question and told to wait until March 9 for the answer.
On that very day, Microsoft is hosting a press conference in Hanover.
The perfect time to announce the news.

There has been speculation that Microsoft is building its own mobile device. A
A handheld device, a portable game console, or even an all-powerful cell phone? Because
But at Microsoft, there apparently isn't a vow of silence like there is at Apple
If there are any, these questions have long since been answered. For example, the
A programmer spent a week working on the source code for the Origami website
hid the following comment after the launch: «Origami Project: the
»Mobile PC running Windows XP." So this refers to a portable PC with
Windows XP. It is also referred to as «ultramobile computing» or «ultramobile
»PC." A company spokesperson announced that Origami would be available on the
Microsoft's CeBIT press conference was the topic of discussion «for just 30 seconds»
be. Most of the information would come from partners Intel and Samsung
deliver, since Microsoft has not embarked on a new hardware project
have.
 
The AP news agency has a little more information. It quotes a
A Microsoft employee who wishes to remain anonymous because he is part of the
Confidentiality is required. Origami is a
"A Windows PC in pocketbook format," he explained. There are several
Manufacturers that already offer devices priced between $500 and $1,000
would be available shortly after CeBIT. Also, a promotional video—though purely speculative—
Images of such models are already circulating online.     

Viral Marketing
The success of a Woodbridge idea depends on the curiosity and enthusiasm it sparks among the interested communities.

Viral marketing comes from the word "virus" and works with the
Snowball effect of dissemination. An advertising message is spread in a
Core target audience positioned in such a way that they can access it via the Internet—a
Just like a virus—it spreads in all kinds of directions.

It all started with the Mammut campaign featuring Mary's website
Woodbridge. In classified ads and section ads in trade journals
For mountaineers, for example, the website was specifically targeted by the
to interested communities. They supported Mary's project
Woodbridge, on the one hand, commented with amusement, immediately catching on to the joke and
shared it with enthusiasm. Others have the
They took the announcements very seriously and wanted Mary to stop her
Discourage such plans.

Either way, the experiment stretches from Berlin to Bahrain and from Israel to
Italy has been the subject of discussion in various media outlets for weeks. Now
All that's left for the advertising agency and Mammut to do is to reach out to those who are now curious
to provide potential customers with the right follow-up information.
    

Andreas Panzeri