SAN FRANCISCO--Ahead of Mobile World Congress in Barcelona, Microsoft has thrown down the ad gauntlet to its Android competition in a campaign it is calling "Smoked by Windows Phone."
The idea, which initially started at the Consumer Electronics Show in Las Vegas back in January, featured a Windows Phone representative by the name of Ben Rudolph, challenging people with Android phones to complete various tasks on their smartphone faster than he could using a Windows Phone device.
The video clips were uploaded to YouTube and went somewhat viral. Several of the videos have been viewed over 500,000 times on YouTube.
Microsoft has been attempting to build buzz around its mobile platform for almost a year, but so far, it has not managed to really win over consumers. The new campaign is designed to change that by taking the battle away from apps - or lack of them - towards speed, seamlessness of experience and functionality.
Microsoft said it would be taking the campaign to the next level, with 15 -30 second ads, bringing the challenge format to its Microsoft Stores and beyond.