Selling Cheap: Microsoft Laptops

"It would be very unusual for Microsoft's score to be increasing this much and Apple's to be decreasing without some sort of event driving that, like a major campaign that's particularly successful." — Ted Marzilli, global managing director for BrandIndex at consumer polling service YouGov

That campaign, according to Adweek, would be Microsoft's new "Laptop Hunters," which targets Apple's value perception. Specifically, the campaign asks people if they "can find everything they're looking for in a laptop for less than $1,000, the marketer will pay for the computer."

While the "Laptop Hunters" seems to be resonating with mass media, online consumers are another matter. "Laptop Hunters" commercials score two-and-a-half to three stars, which is still a dramatic step up from Song Smith. In fact, the only one enjoyed by YouTubers seems to be the spoof commercial; it scores four-and-a-half stars for featuring a homeless man who reluctantly takes the free PC.

YouTubers are not the only ones in disbelief over the BrandIndex assessment. The comment section in the AdAge story demonstrates real push back. But maybe that's because some of them already know that Microsoft recommends a laptop over the $1,000 for any designer. And, designers seem to be pointed toward the lowest end models. For gamers, Microsoft recommends a $1,899 laptop. For "Jetsetters," $1099. For "socialites," $1,499. For "all around," $1,999.

So who do they really expect to find the perfect laptop for under $1,000? Parents. They seem to be the only ones that Microsoft would recommend a laptop for $699 as configured, because parents must not do any of those other things that Microsoft mentioned above.