Jan 02 2007
Microsoft’s Free Laptops!
In an effort to generate some blogger buzz on their new Vista operating system, Microsoft has resorted to bribes:
Several bloggers reported last week that they had received Acer Ferrari laptops, which can sell for more than $2,200, from Microsoft. A Microsoft representative confirmed on Friday that the company had sent out about 90 computers to bloggers who write about technology and other subjects (such as photography and, oddly, parenting) that could be affected by the new operating system.
Sweet. A free laptop. What do I have to do in return?
“Microsoft sent out machines loaded with Windows Vista to bloggers to encourage them to experience the product and to solicit their valuable feedback, offering full disclosure that no editorial commentary was expected as a condition of acceptance,” the company said.
So, how is the blog world responding to this giveaway?
Long Zheng, an Australian blogger, was the first who reported about the valuable gifts in his blog. Soon after the reports emerged a controversy has sparked among the blogging community. While some bloggers greeted the machines with enthusiasm, the others said that the software giant is trying to bribe the bloggers with laptops, contending that bloggers are bound by the same rules as traditional journalists, who should not accept expensive gifts from companies they cover.
Long Zheng had over 180 comments on his post about Microsoft’s giveaways ranging from envy to disgust.
So really, what’s all the fuss about? Two questions jump out to me.
- Why didn’t I get one? Bloggers who did not receive the laptops feel slighted and and angry blogger can cause a lot of negative press.
- Why DID I get one and what am I expected to do? Those bloggers who received the laptops now have the responsibility to first report the gift and then consider the ramifications of keeping what may be a bribe. Does the gift change the blogger’s view of Microsoft? If so, is that right?
The fallout from this one is going to have a big impact on the perception of blogger impartiality and really illustrates that savvy marketers are recognizing the true impact of the blog world and discovering new and disturbing ways to leverage their products into our lives.
For the record, I did find a laptop under my tree this year.
