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2014 – That was the copywriting year that was

January 2, 2015, Posted in Blogging, Copywriting, SEO | One comment

Although I’m a writer by trade, I find there is something compelling about statistics. Well, website statistics anyway – I’m not sure actuarial accountancy is interesting, even for actuaries.

So as 2015 starts to wind itself up, here are the top 5 Tech Write blog posts from last year. And for good measure, all of the observations will still be valid this year too.

1. #MI1020 – When Microsoft Got Marketing Right

Microsoft are often (justly) criticised for being crap, like the much maligned Scroogled campaign for instance. But the MI1020 experiential campaign for the new Nokia Lumia 1020 handset was a complete triumph, as you can see here.

Ironically this post was first published in 2013.

2. 10 Reasons Your Top 10 Blog Posts Suck

Continuing in the ironic vein the second most popular Tech Wri...

#MI1020 – When Microsoft got marketing right

December 30, 2013, Posted in Marketing, Product Review | No comments

After heavily criticising a Microsoft marketing failure, it seems only fair to praise them when they manage to pull off a success. In this case, I’m talking about the #MI1020 viral campaign run in London to promote the new Nokia Lumia 1020 smartphone.

What was #MI1020?

#MI1020 was run in conjunction with Gingerline – an events team who specialise in themed dining experiences. The concept behind a Gingerline event is simple; people turn up at any London Overground station between Islington and Crystal Palace and wait for a text message containing instructions of where to meet. They are sworn to secrecy, and left completely in the dark to maximise the surprise when they finally arrive.

The MI1020 Secret Tasting Facility

When they reach the rendezvous point, guests are then given additional c...

“Scroogled” – When assassination by copy fails

November 29, 2013, Posted in Copywriting, Marketing | 2 comments

Some time ago I wrote a short series of articles about different copywriting techniques you could use to distinguish your business from the competition. One of those techniques I named “Assassination”, because the aim was to discredit your competitor through unfavourable copy (or by being downright nasty).

Apparently software giant Microsoft didn’t read that article before launching their new “Scroogled” campaign though. “Scroogled” is a multi-channel assault on search giant Google, criticising their approach to collecting and mining personal data. The Scroogled campaign has appeared in print, on TV, online and on billboards. Most surprisingly of all, Microsoft even saw fit to launch a range of Scroogled merchandise, available from their US website.

An example of Scroogled merchandise from...

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