Microsoft's new Internet Explorer marketing campaign touts a comeback

Microsoft's already made one interesting marketing tactic this week, and it appears the company's not done yet.

Today Microsoft has released a new video on YouTube touting the comeback of its Internet Explorer browser by focusing on how people love to hate it. In the video, seen above, an individual is depicted trolling news stories, videos and Twitter accounts about how much Microsoft's browser "sucks," even when positive news stories about it are released.

The video ends by the troll typing "IE sucks... less," after which Microsoft proclaims "progress" is being made and that "comebacks come in many shapes and sizes." Following that, the video mentions Microsoft's website to promote the campaign, TheBrowserYouLovedToHate.com. On that website, which is powered by tumblr, people can read positive statements about the browser from tech websites. Interestingly, two of the menu links are titled, "It's good now" and "No, really," indicating Microsoft is well aware of the backlash to its browser.

Based on the website's archive, Microsoft added seven new posts today as part of the marketing campaign. This could indicate the company plans on ramping up its efforts to promote Internet Explorer, although it already has several commercials that currently air on television in the United States and other substantial markets.

Source: YouTube via: The Verge

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39 Comments

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Personally i Use maxthon which is basically IE (trident) and Chrome (webkit) in the one Browser and top browser on HTML 5 as well as having cloud sync and extensions, skins and built in Ad killer amongst others.

I ABSOLUTELY love this ad!!!!!
It's so true!!!! Hater's be hatin'! I switched from Chrome to IE10 after trying it out... it's faster than Chrome and works awesome.

Thats is actually a pretty funny ad. I just wish IE had some plugins. I would consider jumping ship. Till then ill roll with chrome.

YanksOnTop said,
Thats is actually a pretty funny ad. I just wish IE had some plugins. I would consider jumping ship. Till then ill roll with chrome.

IE10 has add-ons, accelerators, and search providers. Why bloat your browser with other plugins?

What they say in the video is wrong...

The comeback is already started with IE9!

Anyway, I love Internet Explorer, never hated it actually. Everything has its ups and downs, and like it is now: Chrome is taking over IE6s place on the internet in the near future.

It's all well and good Microsoft promoting that IE has made a "comeback"... but they need to ensure that they keep updating IE on a more regular basis, as all the other major browsers do! ...otherwise their self-proclaimed "comeback" will be short lived!

Months, or in IE's case - years - between major browser updates really doesn't cut it in the highly competitive browser market we're in today!

GreatMarkO said,
It's all well and good Microsoft promoting that IE has made a "comeback"... but they need to ensure that they keep updating IE on a more regular basis, as all the other major browsers do! ...otherwise their self-proclaimed "comeback" will be short lived!

Months, or in IE's case - years - between major browser updates really doesn't cut it in the highly competitive browser market we're in today!

IE10 does have an internal update mechanism.. will be interesting to see how they use it.

pphheerroonn said,

You can't get IE on Mac...

If it had been a Windows 8 ad that was made on a Mac then I'd see your point.

This is a IE10 ad... Who cares what its made in? Its direct rivals are Chrome, Firefox, and (according to you) Safari.

MidTxWRX said,

If it had been a Windows 8 ad that was made on a Mac then I'd see your point.

This is a IE10 ad... Who cares what its made in? Its direct rivals are Chrome, Firefox, and (according to you) Safari.

I never mentioned Safari. My point was that the person in the video couldn't install IE even if they wanted.

Vlad Dudau said,
The video is soooo good. And IE 10 is pretty great, the only thing missing is the sync functionality that Chrome has

Yeah that and decent extensions marketplace support.

Vlad Dudau said,
The video is soooo good. And IE 10 is pretty great, the only thing missing is the sync functionality that Chrome has

IE 10 syncs if you use Windows 8.

Vlad Dudau said,
The video is soooo good. And IE 10 is pretty great, the only thing missing is the sync functionality that Chrome has

That's included with Windows 8 now.

Neobond said,

Yeah that and decent extensions marketplace support.

That's the exact reason why I'm not a big fan of Chrome or Firefox, I'd choose speed over extensions any day.

Lord Method Man said,

That's included with Windows 8 now.

It's a much more primative form of syncing, it only syncs with IE10 on other Windows 8 machines,. With Chrome I can have all my desktop bookmarks on my iPad and phone and older PCs that use Windows 7.

thealexweb said,

It's a much more primative form of syncing, it only syncs with IE10 on other Windows 8 machines,. With Chrome I can have all my desktop bookmarks on my iPad and phone and older PCs that use Windows 7.

Live Mesh still works for Windows 7.

Lord Method Man said,

Live Mesh still works for Windows 7.

Hmm its just a matter of time till Mesh bows out though, and I'd lose support for my mobile devices.

"IE sucks ... less."

Now that's honest advertisement and should probably be IE's new tagline for a while, it's by far the most accurate way of describing the current state of affairs.

The problem is that, while IE 10 is lightyears ahead of 6, IE is still worse than its competition in most areas that count.

While most of the more enthusiastic end users moan the lacking add-on ecosystem and portability, web developers will probably never forget the sleepless nights that IE6 ... and later 7 and 8 have cost them for no good reason. I know, I won't *shakesfist*

If you have a modern Windows system, there are few reasons left to actively avoid IE 10 - but there are still even a lot less reasons to actually use it over the competition.

Gott said,
"IE sucks ... less."
While most of the more enthusiastic end users moan the lacking add-on ecosystem and portability, web developers will probably never forget the sleepless nights that IE6 ... and later 7 and 8 have cost them for no good reason. I know, I won't *shakesfist*

Most web developers aren't old enough to remember IE6.. If they're holding a grudge for that long, they should be fired.

spudtrooper said,

Most web developers aren't old enough to remember IE6.. If they're holding a grudge for that long, they should be fired.

It's been only a year since we basically dropped IE6 support (or charge a lot more for it) where I work. IE 7 and 8 are still nightmares, except the nightmare is their awful Javascript engine rather than their awful CSS support.

I really hope MS pushes IE 10 to Win7 platforms so we can quickly get rid of IE 9 which has its own set of quirks and lacks many features.

Now that MS is moving to a faster development cycle I hope IE 11 isn't released 3 years later.

spudtrooper said,

Most web developers aren't old enough to remember IE6.. If they're holding a grudge for that long, they should be fired.

Wrong. If we're making sweeping statements based on nothing, I'll make a statement based on actual real experience. Most actual web developers are most definitely old enough to remember IE6, especially as a lot of them are 35+. Even 20-30 year olds who might be maintaining websites for big businesses would remember IE6 as they would be STILL having to support it even now. For example, do you know the NHS mostly still have IE6 and XP? And they're a huuuuge organisation. One that won't move off a platform that (currently) works for them until they are forced to. And that's just one example.

Geeks and techies may be running the very latest browsers and on their small websites might be only developing for the latest browsers for their type of audience that is more than likely to be viewing it with the latest browsers, but in the real world they are totally in the minority.

As annoying as it is, there is still a significant amount of users that are still using IE6 and because of this, any large organisation will be forced to still cater for them.

In any real organisation, this is not a problem. Being able to develop the website so that you can get information no matter WHAT browser they use means that you have near 100% of people using it, not arbitrary cutting off a significant amount of users just because you can't be bothered to code for them.

Of course, this all depends on your type of users and what they are using.

I love how they're fully aware how many people hate IE, so use it to advertise.

IE10 is a great browser though, and it's GPU acceleration and overall smoothness is unrivalled by anything. But it will probably take years for the poor perception of IE to wear off.

1Pixel said,
I love how they're fully aware how many people hate IE, so use it to advertise.

IE10 is a great browser though, and it's GPU acceleration and overall smoothness is unrivalled by anything. But it will probably take years for the poor perception of IE to wear off.


100% this.

GS:mac

1Pixel said,
I love how they're fully aware how many people hate IE, so use it to advertise.

IE10 is a great browser though, and it's GPU acceleration and overall smoothness is unrivalled by anything. But it will probably take years for the poor perception of IE to wear off.


It's being met by a rush to make standards-compliance irrelevant, though, as evidenced by developers once again designing around an engine (webkit) rather than standards, and competitors (Google) building services on technologies (WebGL) that Microsoft is perfectly justified in not yet supporting.

Joshie said,

It's being met by a rush to make standards-compliance irrelevant, though, as evidenced by developers once again designing around an engine (webkit) rather than standards, and competitors (Google) building services on technologies (WebGL) that Microsoft is perfectly justified in not yet supporting.

But that's OK, it's not Microsoft doing it.

Good ad, the product is really catching up but its reputation in the minds of ordinary people will remain in tatters for years.

thealexweb said,
Good ad, the product is really catching up but its reputation in the minds of ordinary people will remain in tatters for years.
"Ordinary people" really couldn't care less. My grandmother, father, stepmother, sister, girlfriend, girlfriend's parents, classmates at school or in the library. . . these are all ordinary people and they all use Internet Explorer. I know some people like to say they are "tech savvy" and use cooler browsers like Firefox or Chrome, but, simply put, IE still beats them in several categories.

Admittedly, I still switch between IE10 and Chrome from time to time, simply because IE lacks the extensions Chrome Store offers. But these are only a few minor things and do not really hinder my web experience.