Socially Speaking Mac vs. PC Messaging Tactics And Advertising Exploration.

Reputation, value and market share wars between Microsoft's PC and Apple's Mac platforms is like an ongoing tv drama. Intrigue, affairs of the heart, calamities and finger pointing and suspense.

The Story Backdrop

Bill & Steve at onset were at two different points with the markets they were targeting with pc servicing the business use and Mac servicing creative but the path in the distance was set to converge as consumers did not want to be restricted to one box. Business's wanted to be creative and creatives wanted to do business.

Without going though the long history of the two systems I'll use the analogy of ice cream vanilla vs chocolate. Now the two platforms systems and perifreals that drive them are now like a scoop of each in the same cup, pc's can be creative and Mac's can mean business. They have reached the point of convergence - a cup of mocha.

No where is it more evident that neither of them want to share cup or path. So how do they differentiate, saga style of course.

Let the advertising wars begin

To date the story each antagonist(pc & mac) has told runs the gamut of emotions all played to the channel watchers mindsets. From ego to frustration, love and dislike, inclusion to exclusionary each is turning up the volume and enlisting the aid of their viewers, seeking to create loyalty, identification. Enter in divide and conquer.

This said, I would like to explore the current Ad campaign "The Mac vs PC" I would like your opinion and incites beyond the surface. To do this below are a few of the stories being told via their commercials.

Thoughts to ask yourself:

• Is the message accurate and does it influence choice in brand?
  
• Which just based on commercials addresses wants, needs problems & offer solutions?
  
• Is public display is more entertainment in nature and does it influence choice?
  
• Does messaging create conflict in market mindset.
  
• Is there a reverse effect? Meaning does it divide and conquer or just create awareness for both?
  
• Messaging more ego based than value, feature or price based?
  
• Which communicates to a larger segment mindset?
  
• Given choice, at point of purchase, both options have the same features but price differential which brand would be chosen? (did commercials influence choice)
  
• From a social media standpoint who's commercials engage their audience - is one more of a two way conversation than the others?
  

To begin see some of the previous commercials 15 shorts:



Now See Others Entering the mix upis this format diluting the brands reach by copycat style?






Format Opens up to other opinions Negative: messaging creating a divide in mindsets - do they bare weight or influence?

Mac Killed this guys inner child





Tit for Tat - Were these evident to market.

Restart - pc crashing is a thread within the mac ad's - truth in comparison?





Tribe engagement - in the below two videos Microsoft is engaging its audience with upload your I'm a pc ad's also, notice no mention of other brand, creating a singular focus.



Social Identification & participation - is this format effective for identification with brand, engaging and loyalty building? Back to beginning paragraph notice messaging addresses the convergence factor of doing business & being creative.



What will be Mac's response? What do you think would be effective? Should Mac drop PC exposure from its follow up ad's?

Should Mac change its direction to appear more friendly? Most ad's are entertaining but outwardly focused on PC fault finding. Should they position to a Mac & Me mindset communicating to their audience directly?

The story continues: