• February 28, 2003

McCann-Erickson San Francisco and Universal McCann Interactive (UMi) and MRM Gould will debut an integrated print and online advertising campaign for Microsoft Windows XP Tablet PC Edition. The campaign represents the first integrated effort for Tablet PC since the product was launched in November with a global print campaign. The campaign is designed to position the Tablet PC as the replacement for today’s notebook computer. Directed at what McCann has termed mobile information workers, the campaign is currently scheduled to run through June. The umbrella campaign supports individual Tablet PC manufacture advertising efforts, including HP, Toshiba, Acer, Viewsonic and Fujitsu, among others. The online campaign will roadblock online portal home pages. The online media buy includes such prominent publishers as MSN, weather.com, NY Times, and CBS MarketWatch. The executions include a full page interstitial before the home page loads, followed by visuals demonstrating the digital inking functionality of the Tablet PC. Sample online creative executions include a virtual pen annotating on the homepage screen, “The Future Is Here” followed by a quickly drawn smiley face and an arrow moving across the screen to a banner ad stating “It’s the PC, evolved.”