Another large Surface street ad shows up in Hollywood

Last week Microsoft unofficially started a "street art" campaign to hype up its upcoming Surface tablet. It started in Brooklyn, New York, and painters were later spotted in Manhattan creating the images. This weekend, the first Surface ads began appearing in Los Angeles.

The latest Surface street art image, or at least the latest that's been spotted, was found by Jack Bogdan who posted it on his Instagram account. The rather large piece of artwork was painted on the side of the Fonda Theater, located on Hollywood Boulevard in Los Angeles. You can check out what the side of the building normally looks like via Google Maps.

So far the Surface campaign seems to be limited, at least for now, to New York City and LA. However, it's more than possible that we could see these kinds of images pop up in other US cities as well. Microsoft has yet to officially comment about this viral marketing effort.

Microsoft is scheduled to launch the first version of Surface, running on Windows RT, on October 26th, the same day that Windows 8 becomes widely available. A version of the Surface tablet running on Windows 8 Pro is scheduled to be released in late January 2013.

Via: Surface Evangelist
Source: Jack Bogdan's Instagram page  | Image via Jack Bogdan

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They seem to be building some kind of suspense with these adverts. Gradually eeking them out like some sort of underground society exposing a message. An odd method compared to the usual software ads but it clearly has grabbed peoples attention - we're now getting updates when the ads are spotted. It's building the suspense and drawing people in. It just needs a tabloid to run an article on the ads / product and a more non-tech knowledgeable audience will begin to follow the product prior to launch.

They should have an easy URL, or QR code (and/or) MS Tag, and maybe a "Coming in January 2013" or whatever. Maybe the average person wouldn't recognize just "Surface" as meaning anything to them.

Quikboy said,
They should have an easy URL, or QR code (and/or) MS Tag, and maybe a "Coming in January 2013" or whatever. Maybe the average person wouldn't recognize just "Surface" as meaning anything to them.

surface.com. top results on Google, Bing, Yahoo!, and Ask link to the surface site, I think people will be able to figure out what it is fairly easy if they wanted to.

Quikboy said,
They should have an easy URL, or QR code (and/or) MS Tag, and maybe a "Coming in January 2013" or whatever. Maybe the average person wouldn't recognize just "Surface" as meaning anything to them.

If you are walking down the street and see something like this, and you dont know what it is without any real descriptive information, you would be more likely to go home or use your phone to search for it on the Internet to find out what it is. These ads are not targeted towards people who know what a Surface is, but rather those who do not know.

wixostrix said,

surface.com. top results on Google, Bing, Yahoo!, and Ask link to the surface site, I think people will be able to figure out what it is fairly easy if they wanted to.

On Yahoo the first result was a Wikipedia article on "surface tension". 2nd time I searched it (in the span of 2 minutes) the first result became a YouTube video about Microsoft Surface.

Though the other three search engines came out with the Microsoft Surface site, the average user might not have readily available Internet access, whether via a smartphone or even at home. Surface is a very generic word and maybe your average fellow may assume it's an artist group or something obscure.

nohone said,

If you are walking down the street and see something like this, and you dont know what it is without any real descriptive information, you would be more likely to go home or use your phone to search for it on the Internet to find out what it is. These ads are not targeted towards people who know what a Surface is, but rather those who do not know.

I'm quite sure I thought about that before posting... the thing is that "surface" isn't just a product name. It's also a generic word with multiple meanings. Not everybody has readily available Internet access whether via smartphone or at home. There are a lot of things I see everyday that I want to look up but never get around to it b/c by then I've forgotten or it wasn't distinctive enough. Someone could just look at it and assume it must be some artist group or whatever.

Sorry, but if this is the finished product, and I saw that "art", I'd be confused as hell and just walk on by. Kind of the same reaction I'd have if I walked by a Windows 8 PC, minus the gag reflex reaction...

-=MagMan=- said,
Sorry, but if this is the finished product, and I saw that "art", I'd be confused as hell and just walk on by. Kind of the same reaction I'd have if I walked by a Windows 8 PC, minus the gag reflex reaction...

LOL so funny

-=MagMan=- said,
Sorry, but if this is the finished product, and I saw that "art", I'd be confused as hell and just walk on by. Kind of the same reaction I'd have if I walked by a Windows 8 PC, minus the gag reflex reaction...

Why's that a bad thing?! It makes people ask themselves "What is that?" and they don't really need to know the answer right then. After all these are just teasers, not full-blown ads.

-=MagMan=- said,
Sorry, but if this is the finished product, and I saw that "art", I'd be confused as hell and just walk on by. Kind of the same reaction I'd have if I walked by a Windows 8 PC, minus the gag reflex reaction...

Walking past a computer makes you physically sick? You must be one weak, sickly person.

nohone said,

Walking past a computer makes you physically sick? You must be one weak, sickly person.

Yeah I think we call those people Hypochondriacs

-=MagMan=- said,
Sorry, but if this is the finished product, and I saw that "art", I'd be confused as hell and just walk on by. Kind of the same reaction I'd have if I walked by a Windows 8 PC, minus the gag reflex reaction...
Let me guess, you probably drool all over yourself when you walk by an Apple Store?

gzAsher said,
Let me guess, you probably drool all over yourself when you walk by an Apple Store?

I detect an anti-Apple troll, move along please...