It appears that Microsoft is finished with the "Scroogled" ad campaign. Over the weekend, Derrick Connell — a Microsoft corporate VP, and head of the Bing Experiences team — answered a small Q&A at Yabbly and and had the following to say:

We are always evaluating and evolving our marketing campaigns. There are times when we use our marketing to highlight differences in how we see the world compared to competitors, and the Scroogled campaign is an example of this. Moving forward, we will continue to use all the right approaches and tactics when and where they make sense.

While that doesn't neccessarily say the Scroogled campaign is ending, it does sound as if they are drifting away from it. What say you? Was it an effective campaign, or one that should be abandoned to make room for fresh ideas?

Via: ZDNet


Reader comments

Microsoft’s Scroogled campaign may finally be coming to an end


With Word availability in the Chrome web store and the recent issues of Microsoft going into emails, there wasn't much substance left in that campaign.

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Exactly. I think it was a very bad PR move as Google is tearing them apart in the market.

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Ironically Microsoft's campaign contributed to Google's alternative offerings being more promoted and presentable to the public . They basically did the opposite of what they intended with Scroggled.

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Yeah, I think that the Scroogled ads actually did a better job of accurately describing what Chromebooks do than Google's own Chromebook TV commercials. And I doubt that the crowing about how Chromebooks are useless if you're not online was ever very influential, since I think (or hope, at least) that the average consumer probably realizes just how infrequently you ever bring your laptop anywhere that doesn't have wifi access these days.

In my opinion, it was a fruitless campaign. If you honestly compare the performance differences between a 250 dollar Windows laptop and a Chromebook, you'll find that the Chromebook absolutely destroys the Windows laptop in usability, battery life, start-up time, and ease of use.

I played around with one of the Asus laptops that was a "Chromebook competitor," and I was not impressed. It was sluggish and it felt clunky. Not to mention, the damn thing ran hot and loud.

I will say, though: if you need the functionality of a full Windows machine, then it could work. But, don't expect it to run as good as or better than a Chromebook.

Just my opinion.

Disclaimer: I say this as an owner of an Asus ROG and having owned a few Chromebooks before switching back to Windows.

How will a full featured Windows machine NOT work better than a Chromebook? I don't understand that.

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Compare it to a bay trail windows tablet. You will see how fast those tablets are. Don't be like Apple and say simplicity when you really mean lack of features. I had a Chromebook, there was to many things it couldn't do.

Eh, referring to a lack of features as simplicity is fine, when the price is right. The reason that we are annoyed by Apple doing that is that they charge an exceptional amount of money for a phone whose feature set doesn't match equivalently-priced Android devices. It's fine to use the pared-down, simple nature of an OS as a selling point if you are getting a reduced price and perks like long battery life, short boot-up times, low device temperature, etc due to the lack of OS features.

But where does that put the windows bay trail tablets? they are cheap, run cool, and are inexpensive while giving you the power of full fledged windows instead of just a browser. Plus boot up times are actually fast. A couple windows tablets can be had for the price of a Chromebook. My bottom line right now is that Google needs to fix chrome OS and give it the flexibility of Android. Right now, an Android tablet makes more sense than a Chromebook for web browsing and media consumption. A windows tablet makes even more sense. I just can't see the reason behind purchasing a Chromebook right now.

Then, a Chromebook isn't for YOU. But, there are people that are better served by a Chromebook than either an Android or Windows tablet.

For someone on the go that checks and returns email and browses the web (which was my use case), a Chromebook makes perfect sense. Going the tablet and Bluetooth keyboard route is too clunky of a setup, especially when you need a setup that works fast. Again, that's my opinion and does not apply to everybody.

There are windows tablets with keyboard docks too. If you don't know that then you aren't paying attention to the market closely enough. I use the tablet bluetooth keyboards combo because the bus that I take to campus is cramped (like any other bus) a keyboard would get in my way if all I want to do is browse and I didn't want a tablet bigger than 8 inches. This setup works for me. I'm just wondering why any one would say no to more features. That's why I have an Android phone. For someone on the go look up Asus transformer t 100. I think HP made one too. Dell also has some. How can a Chromebook better serve anyone? I would understand if you said chrome was your preference because you just don't like windows or Microsoft, or really love Google, (i know I do) that's actually more understandable.

Like the iPhone, a Chromebook is a nice device, assuming it does everything you want it to do. I do have to agree that at least the Chromebook is priced comparative to its actual feature set, unless some other devices (iPhone *cough* *cough*).

I can appreciate your evangalizing, but remember that everyone's preferences are different. Some people may prefer the more familiar feeling of using something more akin to an actual laptop than a tablet with a keyboard build into the case.

Plus, for someone on a budget, $250 vs $350 vs $500 can be a *huge* deal breaker. It may not seem like a huge difference in purchase price to you, but that may not be the case for everyone.

People have preferences for a reason. And generally they prefer the things that serve them bests. In my opinion Chrome blends the speed and ease of use of mobile with the flexibility of desktop computing in a way that is far more compelling than either android or cheap windows. Because it's not just about what you can do, but how you can do it.

In my opinion Microsoft made huge mistake with Meto/Modern. There are lots of people who don't want an os that acts like a mobile os on their desktop, even if it technically can do more. Chome on the other hand goes in the opposite direction. It does all of the things that a lot of people need, it actually looks and behaves like windows (has a proper virtual desktop) runs faster, and is much nicer to use than comparable windows offerings.

Tablets like the Asus t100 are terrible compared to comparable Chromebooks. Maybe not in terms of ultimate functionality but the keyboard, trackpad, screen size and general experience lag far behind that of a comparably priced Chromebook.

Not only that but full chrome is a very versatile browser. It's simply a much better browsing experience than you get on an android tablet. In fact, I'd trade my asus transformer tab for a chromebook tab right now, if they existed.

Google is challenging the way we think about operating systems. Look at it this way. Every single program in windows opens in a Windows Explorer "window". The frame is exactly the same. It's really no different if all you're running is a robust browser. It simply has a much narrower set of programming languages to work with.

Once upon a time people bought computers for simple word processing and productivity tools. Then they bought computers for word processing productivity tools and the internet. Along the way pc's became capable of much greater tasks but the general use case didn't change much. Now, word processing and simple productivity have moved to the internet there isn't as much need for a full os.

Well, that is your preference. I don't know what you mean by the general experience lagging on windows tablets but I can say that I tried Chrome OS and it was far too lacking. No good music player, Google docs isn't there yet when compared to open office or libre office much less Microsoft office (be honest and think about something like grammar checking) and no good IDE. Chrome sometimes didn't display websites correctly (Newegg had some strange issues) and I couldn't use another browser. No matter which browser you use, it is bound to run into one site that doesn't play nice so having more than one browser is important. codec support was barely there as well there were very few videos that played right once downloaded. I don't believe you tried a windows tablet to claim that the experience was terrible. I owned a Chromebook for a while. Every time I wanted to do anything school related, I had to boot into Chrubuntu. I'm not opposed to trying chrome in the future but you certainly sound biased. I mean, screen size is bad? I use the Dell venue pro 8. I deliberately picked this screen size because it fit what I needed. Don't Give me that once upon a time thing. People still need better codec support. For example, the desktops in my home run some version of Linux based on ubuntu, my sister needed to do some homework but she couldn't because the assignment needed shockwave to be installed. So I simply downloaded wine and play on Linux then installed a windows version of Firefox with shockwave and flash already installed. The Chromebook would have just failed her right there since chrome still does not support shockwave and is so closed. I like listening to my music collection in FLAC, what happens then? Last I checked there was no 7zip support either. I downloaded a lot of files compressed using 7zip. Most of the AVI wrappers aren't supported on chrome OS, how do I watch my movies? All this is what many students do with their laptops (maybe except FLAC) and these are things that chrome OS failed me on. All that came from my experience with the product. I know for a fact that Chromebooks aren't ready yet.

I think I see what the problem is here. You may an empirical assertion that an atom tablet is always better. I've explained to you how that statement is demonstrably false. It's the always that's the problem. I'm not trying to convince you to buy one.

You make the same mistake again in this post saying "Chromebooks aren't ready". As a blanket statement this is demonstrably false. They're ready for me AND millions of other people. People with rational preferences. They don't have to be ready for you. It isn't a zero sum game.

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Rational preference? The only oddity that I mentioned was FLAC. Everything else is used by most people especially students. Am I to then say that shockwave isn't used by millions? What about the many AVI encoded videos that exist on the Internet today? No one uses grammar checking in word processors any more either? I understand your preference in using a Google product. What I don't get is why buy these things if they lack such basic features other than to support Google? It is a legitimate concern of mine because I bought one and really gave it a chance but it just fell flat. I'll say this, I'm a fanboy to no corporation. I use lxle ubuntu on the desktop, windows on the tablet and an Android phone. Why? They are the best in functionality in each form factor I just mentioned. You described heavily needed features as irrational preferences. There is where you made your mistake. Think about it this way. You said a Chromebook is good for browsing the Internet, right? What happens when you come across something like shockwave or a video encoded in some AVI wrapper that isn't supported. That happened to me a lot. Is it irrational to expect these things to work on my laptop? Millions of people bought them because of the extremely low price but lots of people also bought the Dell venue 8 pro for the same reason. A lot of people also complain about some codec or another that isn't supported on the system. I know because I was doing the same thing. If you don't use any of the pieces of software I described, then how are you using this machine for work? Well, I do think that Chromebooks have an incredibly good chance in the market and don't think they are bad but definitely they are definitely not ready just yet. When it is, I will be all over it. I don't expect.It to be able to run a decent IDE on it's own in the near future, nor do I expect to see something like autocad or Photoshop or even gimp, what I do expect in the near future is to see it being able to play any video file and hopefully Google docs will get much better. Those are my modest expectations for chrome OS. I know Google's aim is to get these things incorporated into the OS. This is why they are still adding features in. They know the limitations that the OS currently faces. Do you really think that Google will levee these popular features out for much longer? This is why I say that it is not ready. You have yet to give any reason with evidence to state why this position is incorrect. My position is that some popular standards are not supported, making it difficult to truly enjoy browsing experience to the fullest, despite the fact that Chrome OS is mainly a browser.

Ok, again. No one is calling you irrational. You have listed many reasons (all of them good) why a chromebook isn't the right choice for you. But you are the one saying they are inferior for everyone. They are not

If you care about screen size and proper window management than you do about codecs then a chromebook might be for you. If you already have a computer, then a chromebook might be for you. If you're not heavily invested in local media, or again already have a computer, then a chromebook might be for you. If you care as much about the way something is done as you do about how much it can do, then a chromebook might be for you.

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I'll agree with that to an extent. I don't like the tablet/Bluetooth keyboard setup, because it's clunky, and a Bluetooth keyboard is an extra $100 or so.

I know that the Bay Trail-powered Transformer Book T100 from Asus has gotten good reviews, but even after the recent price cuts to Windows tablets, it still starts at $100 more than the price of an Acer C720. $350 probably isn't going to break the bank, but a 40% price difference is no small thing, either.

Have you ever used a Chromebook? There is very little you can do with a Windows machine that you can't with a Chromebook as long as you are willing to embrace the cloud and use alternative apps

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"There is very little you can do with a Windows machine that you can't with a Chromebook as long as you are willing to embrace the cloud and use alternative apps"

You are simply out of your mind if you expect anyone to believe that. Seriously, you *might* be able to make that claim about a full Linux distribution, but even that would be stretching it, but the ChromeOS????

I absolutely LOVE how people to whom a browser provides all the capabilities they need feel they have the authority to dictate what system can fill everyone else's needs. Outside e-mail, a ChromeBook can't handle even a single one of the tasks I depend on for my day-to-day work. Not a single one.

are you sure you can't do any of you super important tasks on a chromebook? have you tried it? I used to think the same thing, but with my samsung chromebook (last year's) I can do RDP into my Electronic Health Record (I'm a physician), email, calendar, I can pull up MRI's. I can edit word docs and powerpoint via the google offerings. I bought the chrome book as a $250 "just in case" computer and for my kids to play on, now I use it for a lot of things.

Eclipse, FLAC, watch any type of video you want no matter the wrapper used, Google docs is getting there, proper file system support. I used a c7 extensively a couple months back.

No, I definitely believe think a Linux distro is more than enough to replace windows for many many tasks. There are very few things you can't do on Linux these days, of which I know none. I've been using linux for years and never needed windows (play on Linux coupled with wine solved the apps problem). What I do agree with you on though is that the Chrome OS is not enough, at least not yet. Back when I had my c7 I had to install chrubuntu, wonky trackback and all to get some real functionality.

There is absolutely nothing you can't do on linux, that you can do on Windows. You can even run native windows applications (absurd as it would be). There a huge number of thing that you "can't" do on Windows, that you can do with Linux. But either one can be considered a full computer "operating system".

There a great many things that you can't do with a stock Chromebook that you can do with either of the above. Because many essential pieces to making a full computer operating system, have been removed. A chromebook should more likely be called a "web appliance" than a computer, because of the many software parts have been stripped out to make it fast and easy to accomplish the most common tasks that people do.

Most people really have no need for a full computer operating system. A "web appliance" is all they need. Many people have never needed a full computer operating system, ever. And they've been dealing cost, and wasting time with excessive complexity, , for capabilities that never get used. There is nothing wrong with that. Most people are not computer geeks. Most people don't need jack hammers either. Is there some shame that most people don't need that particular tool? Does it make sense to always include jackhammers with a set of tools that most people do use (like a set of screwdrivers)?

Along with Chromebooks, most tablets would best be called "web appliances" too, only with a different form factor (no keyboard). The explosive growth in the usage of tablets (and massive shrinkage in PC markets) shows exactly how big the market is for web appliances, and how small the market is for people who actually need full computer operating systems (even for people who spend all day staring at "computer" screens for their jobs). The Chromebook is like a tablet, but for those people who do a lot more typing (but still aren't ever going to be doing things like compiling source code, or running LISP interpreters).

Oh my, so much. The competing ASUS Windows laptop is a joke compared to the Acer C720 in terms of performance, battery life, and design. I rigorously searched the net for two months trying to find a laptop under $400 that ran Windows well, had decent hardware, and around eight hours of battery life. Nothing stuck out. After buying the C720 and owning it for three months now, I really couldn't be happier. For $199, I have a snappy, battery friendly laptop that performs far better than it has any right to.

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We aren't comparing a well-powered "full featured" Windows machine to a Chromebook. We're comparing a super low-end, crappy, slow Windows machine to a Chromebook, that are priced about the same.

That said, if you're only looking at the low-end, a Chromebook likely fulfills your needs (sans being able to play Minecraft).

If you need a laptop with full Windows functionality (and many people really do), then you have to spend more than any Chromebook costs. It's that simple.

All Windows laptops that compete with Chromebooks in terms of price are garbage with sluggish processors, cheap build quality, and terrible battery life. If you need a powerful Windows experience with a laptop, you have to spend $600+. If you don't need that, then a Chromebook will almost certainly suit all of your needs and provide a better all-around experience than a $300 Windows notebook.

I had looked at the Chromebooks but, unfortunately, I *do* need a full Windows machine because I use VisualStudio for my work. I had a lot of trouble getting a decent laptop for around $500. I finally found one. It's not great, but it gets the job done.

But I really can't imagine anyone really believing that you can pick up a Windows laptop, that doesn't run like crap, for anywhere close to $200.

Apples and Oranges, my friends. I find that I do need a full windows system for the programs I run for work and Office suite. But at home, I do just need a webbrower capable of doing a bit more. They both serve their purpose, in my mind. To me, windows will never be replaced. But chromebook offers a nifty alternative for casual use.

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Well, you went back to windows. I'm not a windows guy and use a lightweight version of ubuntu on my ancient desktop but I have to say that my Dell venue 8 pro is pretty quick and has not frozen or lagged on me yet. I've had it about two or three weeks now. I can tell you that my acer c7 was not as quick or useful (codec support sucked). Then again, the processor in this tablet appears to be faster than the Celeron processor in the c7 and it lasts me for about 7 to 8 hours a day, so pretty good battery life. I really hated windows but you should give a device like the venue 8 pro a chance. I'm telling you that it is incredibly smooth, especially the modern UI. Windows and smooth used in the same sentence in a positive manner, I never thought it was possible.

If you're discussing the viability of Chromebooks, you should really be talking about the Acer c720 or 720p, and not the almost 2 year old c7. The difference between the two is a whole generation of devices, which is huge in a young platform. Putting down Chromebooks because your 2 year old device wasn't up to par is not doing anyone any favors.

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When did I say the c7 was slow? It still ran a very updated version of the OS. My complaint is largely with the OS. Do you really think that the c7 is not powerful enough to run something as light weight as chrome OS?

The campaign did nothing other than to make Microsoft come off as out-of-touch and arrogant. It also inadvertently put Chromebooks into the minds of consumers who otherwise might not ever have heard of it.

Nice to see Microsoft burning its Ballmer roots. It was a long time coming. Maybe I'll even come back to Microsoft if they finally do get their shit back together.

I saw a guy ask his son if he wanted a Chromebook after seeing the Pawn Stars commercial at a local restaurant. I don't think those commercials are doing Microsoft any good. It is like the Samsung v. Apple trial. It just increased Samsung's marketing.

How can they talk about Scroogling when when that's the same thing that Cortana does? If you can't beat em, join em. -___-

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Probably the real reason they're backing off from this. Otherwise, it'll be open season for everyone to start pointing it out. Not that I think these commercials were really all that effective to begin with.

These commercials were like when you were a teenager, and your dad told you not to hang out with the cool kid down the street with a mohawk.

thank goodness i never saw their commercial(s)
anyone trying to target google to "take them down" will fail miserably.

Thank goodness. I can't stand that campaign and him am a huge MS supporter. Same with the Bing it on ads, just awful.

Yeah, we can quibble about the effectiveness of the campaign, but regardless of that, the ads were just *really* annoying.

The only MS ad I've liked in the last few years was the "Seriously?" ad from around the WP7 launch.

This was the wrong campaign. Google is still the good company, the media darling. Apple might have supplanted Microsoft as the villain... But Microsoft is seen as the company always late to the party; the "me too" company.

It was an effective campaign, it is the reason I switched to a chromebook. It was incredibly effective in showing how ignorant and behind the times Microsoft is.

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It was dumb. And the dumb folks at Microsoft just got caught doing exactly what they spent dollars, time and energy trying to demonize Google for.

I can definitely see this action to move away from making negative ads about others and highlight your own products a move made by the new ceo.

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While the Scroogled campaign was pretty much an ad for the competition, I will admit the ads with "Brave" playing in the background are actually decent. Yes, I've gone off topic, but those ones typically hit the mark without dragging Chromebooks down too much (meanwhile showing the apps and games available for Windows machines).

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I hate ads where fictional people describe fictional scenarios to promote a product... Especially when they start off with the word "Honestly"

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A little off topic, but I tried Microsoft's campaign and Google came out on top for me and everybody else in my family by quite a large margin.

So Microsoft's "Show everyone that Google sucks" marketing strategy isn't really working.

I always think it makes a company look second rate when they use their advertisements to have a pop at another company. It's like they don't have enough confidence in what they'er doing so they need to put the other company down.

I have the same opinion on the Samsung ads against Aplpe.

I feel the same way. I thought these came off as just petty and made MS look like a-holes.

As others have said, I had only slightly considered buying a Chromebook until these commercials came out. Once I saw MS was obviously concerned about the product, I researched it more. Now I will likely pickup one next month, as it will meet my needs at a lower price.

> "Moving forward, we will continue to use all the right approaches and tactics"

ah ha ha ha ha. wow. sounds like an admission of failure to me. and a very promising claim that i'm sure they'll keep to. ha ha.

Well, I'd never heard of it until this post, so I think that's your answer right there

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Any company that decides to spend valuable operating funds on attacking another has already failed. Spend those millions on improving your own products. Dumb move by Microsoft from the get go.

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