mocoNews - Microsoft Readies Ad Campaign For Secretive 'Pink' Mobile Phone

Tricia Duryee
Wednesday, July 1, 2009; 2:00 PM

Microsoft (NSDQ: MSFT) refuses to talk about its mobile phone project, code-named “Pink,” and yet reportedly it has just selected an ad agency McCann Erickson to develop an advertising campaign. While the project continues to be very hush-hush, the selection of an ad agency may mean commercial availability of the phone is within sight—though still months away.

AdWeek first reported the selection, and then ZDNet’s Mary-Jo Foley elaborated on what it all means. From what she can tell, Pink is the codename for a Microsoft-branded phone that’s largely being developed by the Danger, which Microsoft acquired last year. Pink will add a software layer on top of the core Windows Mobile 7 platform, and may offer services, such as Zune music.

Foley said she’s also heard that there will be only one Pink phone manufacturer, and that it could be Motorola (NYSE: MOT) or Sharp (which have manufactured Danger-based phones in the past). And, get this, while the project’s codename is “pink,” the user interface is code-named “purple,” which is designed to appeal to the Sidekick audience—which as you may guess is often female.

McCann Erickson, which supposedly won the account is also the agency supporting Windows Mobile. McCann was bidding for the Pink account against Crispin Porter, which was responsible for the Seinfeld/Laptop Hunters ads. It was also competing against JWT, the agency doing the ?People Ready? campaign. AdWeek did not report how much Microsoft is allocating to the Pink campaign.


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