• Computer World , Friday, November 13, 2009 3:56 PM

Planning to sell Windows 7 desktop real estate to advertisers, Microsoft just launched a pilot program that includes Coke, Infiniti and Porsche. Using Windows 7 themes -- collections of backgrounds, borders and audio elements -- advertisers will now be able to brand the desktop, according to the software giant. Microsoft apparently pitched the pilot as a way for international advertisers to connect to consumers.

"The new Windows Theme Experience and Windows Personalization Gallery in Windows 7 allow consumers to customize their technology to reflect the things in life they are most passionate about," said Darren Huston, corporate vice president of the company's consumer and online group. The desktop space selling is a first for Microsoft, although in the past it has let companies customize the Internet Explorer browser. The pilot program, which runs through October 2010, also includes Ferrari, Pepsi, and Ducati.

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