Microsoft Pulls the Plug on "Scroogled" Ads
March 4, 2013 1:20 PM
comment(s) - last by
Angry outburst against frienemy was met with much criticism
Microsoft Corp. (
) and Google Inc. (
) have an interesting relationship. On the one hand Microsoft languishes with small market shares
in the search
, dreaming of being Google. It's actively
over smartphone patents, and has
milked billions in licensing settlements
from Android phonemakers. It's also
pushed for tough antitrust actions
against Google. On the other hand, Google still relies on Microsoft Windows for much of its ad revenue, an awkward relationship.
The frienemy's relationship devolved somewhat when Microsoft launched a nasty attack on its search rival
accusing Google of "Scroogling" customers
. The ads take issue with Google's scanning of Gmail emails for behavioral marketing, and also tactics involved with Google Shopping.
But this week Microsoft Senior Online Services Director Stefan Weitz
public radio and TV station KQED that the ad campaign "is about finished". The
and catchphrase will remain active, but the print, web, and television ads will die off.
The online services executive revealed that Microsoft hatched the campaign after a
Roper Center for Public Opinion Research
University of Connecticut
) revealed that people were unaware of the extent of Google's online behavioral monitoring including "reading" (anonymously) emails in Gmail.
He effectively admits, though, that the campaign did not have a major impact, commenting that using Google search is "a habit... it's like smoking. It's hard to get folks to stop doing it."
Here's a few of Microsoft's "Scroogled" ads:
Some of our readers responded positively to the campaign. Echoing Mr. Weitz's comments
This campaign is not going to convince me to stop using gmail but I do hope it convinces google to stop scanning my emails. I do consider this an invasion of privacy even if I use adblock and never see the ads.
Others were quite upset at Microsoft.
Microsoft is grasping at straws here in this pathetic attempt. Bing is hemorrhaging money to the tune of $1+ billion a year, and they have NO answer to Google's services.
I use a Gmail account and I'm hard pressed to see how my privacy is at stake. I never get spam mails, Gmail has one of the best spam filters I've ever seen. And I never have targeted adds shoved down my throat.
As usual they collect ANONYMOUS data that helps them make add revenue, so we can all enjoy their services free. I think that's a pretty good deal if you ask me.
Also Microsoft is being dishonest in the extreme. They do the exact same thing with their free Hotmail service! It's morally wrong to be this hypocritical in order to smear a competitor.
Ultimately extremely negative advertising campaigns -- including Scroogle can be effective (see "
Get a Mac
"), but also have the tendency to backfire. A
discusses some recent consumer market attack ads and their relative successes.
This article is over a month old, voting and posting comments is disabled
The bigger issue
3/5/2013 1:40:55 PM
is why Microsoft can't come up with decent names. "Scroogled". Really? No wonder I've never heard of this before. Did the marketing wizards who came up with "zune" work on this one?
Here's a better one: "g'ogled"
"What would I do? I'd shut it down and give the money back to the shareholders." -- Michael Dell, after being asked what to do with Apple Computer in 1997
Bill Gates Describes Microsoft's Early Smartphone Efforts as "Clearly a Mistake"
February 18, 2013, 3:10 PM
Microsoft Bing Slipped to Fifth Place in the Global Search Market at the End of 2012
February 8, 2013, 8:28 AM
Microsoft Attacks Gmail with "Scroogled" Campaign
February 7, 2013, 11:08 AM
FTC Fires Back at Microsoft, et al. Regarding Google Antitrust Ruling
January 14, 2013, 1:24 PM
Google v. Microsoft Lawsuits Wrap Up Under Cloak of Secrecy
November 21, 2012, 4:24 PM
Report: New UK Broadband Users Give Porn Filters the Shaft
July 23, 2014, 11:49 AM
Comcast Memo: Harassing Customers During Retention Calls Actually IS Our Policy
July 22, 2014, 5:19 PM
Aereo Now Claims It's a Cable Company, Reveals it Has Very Few Customers
July 22, 2014, 4:20 PM
Edward Snowden Presents Tech to Stop Government Spying
July 21, 2014, 12:00 PM
Verizon FiOS Network Upgrade Brings Symmetrical Upload/Download Speeds
July 21, 2014, 8:33 AM
Amazon Launches First Fire Phone TV Spot, Spends 30 Seconds Promoting Prime
July 18, 2014, 11:17 AM
Most Popular Articles
Microsoft Kills Entertainment Unit, May Shelve Flagship Lumia "McLaren"
July 18, 2014, 7:40 PM
Boeing 777 Malaysian Airlines Flight 17 Crashes in Ukraine
July 17, 2014, 1:00 PM
Google Signs Controversial Deal With Pharmaceutical Giant Novartis
July 16, 2014, 7:32 PM
Toyota Scientist: Autonomous Vehicles May Lead to Increased Fuel Consumption, Pollution
July 18, 2014, 2:42 PM
JJ Abrams Unveils X-Wing Starfighter for New "Star Wars" Movie
July 21, 2014, 12:24 PM
Latest Blog Posts
Space Terrorism is a Looming Threat For the United States
Apr 23, 2014, 7:47 PM
Facebook Aims to Provide Internet to "Every Person in the World" with Drones, Satellites
Apr 1, 2014, 10:20 AM
Retail Mobile Sites Experience Outages in Light of Simplexity's Bankruptcy
Mar 14, 2014, 8:48 AM
Tesla vs. BMW: Who Has the Safer EV?
Feb 1, 2014, 2:56 PM
Justice Leaks Details of Next HTC One Two Flagship Phone
Dec 5, 2013, 4:04 PM
More Blog Posts
Copyright 2014 DailyTech LLC. -
Terms, Conditions & Privacy Information