Microsoft's IE team celebrates "Browser You Love To Hate" campaign

One year ago today, Microsoft launched a Tumblr website that at first went unnoticed by many: "The Browser You Love To Hate". Since then, the website has played host to messages and, yes, interesting videos that tried to show the public that Internet Explorer is "hip" to use again even in the face of competition from Google's Chrome, Mozilla's Firefox and others.

Today, the official IE blog stated that since the Tumblr website launched, the "Browser You Love To Hate" marketing campaign has generated 25 million total video views. It added, "Whether you were simply entertained or began to question your assumptions about Internet Explorer, we are happy to entertain and help people learn that something’s changed with IE."

The videos were certainly very creative, from the one where the man admits to the fact that IE9 is pretty good (and then comes out with "Officer Cupcake") to the guy in front of his desktop screen who keeps typing "IE SUCKS" on his Twitter page until he comes to realize that it sucks ... less.

With the launch of Internet Explorer 10 for both Windows 7 and Windows 8, it's likely that Microsoft's marketing for IE will be switching over to promoting IE10 from now on. It will be interesting to see what the company comes up with next to help boost awareness of IE10.

Source: IE blog | Image via Microsoft

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18 Comments

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Hey, look at 00:36! Microsoft... Shouldn't you be setting an example by enabling your protection software in your commercials?

Reconsider? No thanks. There's no reason for me to use IE. They're trying, but if they're wanting people to stop using Chrome, for example, they need to tell us why IE is better than Chrome. IE may be maturing, but it's still has nagging issues that I despise.

Nice campaign... but I don't really love to hate IE; there is just nothing there to love, once you're using Chrome or FF or whatever with extensions a lot.

Zagadka said,
Nice campaign... but I don't really love to hate IE; there is just nothing there to love, once you're using Chrome or FF or whatever with extensions a lot.

Yes, i don't hate iexplorer, i am more indifferent about internet explorer.

Less BS marketing, more frequent updates please. BTW, thanks for spellcheck in IE10. That was about 5~6yrs late wasn't it?

So I can uninstall IE by dragging its icon to the tash?? Wow, if it were really that easy

I will never switch to a company that uses the word "hip"

Get with our time or your company is going to look like it is still from the 1990's

ShareShiz said,
I will never switch to a company that uses the word "hip"

Get with our time or your company is going to look like it is still from the 1990's

psh, hating hip is being hip..... you hipster

I switched some time after IE9 came out. I love how standards-compliant and simple in appearance IE is now. WebGL and extensions are the only things I miss from Chrome.

And ad does not have to make anyone do anything to be a sucsess. All they are meant to do is touch someone, keep and idea in their head. True, the end goal is to switch people, but if you watched the ad, enjoyed it, then went back to Chrome, the ad was nota failure.

dangel said
Nah, there's still loads of people using IE.
I guess some of those people haven't learned about alternative browsers yet.