Microsoft rolled out a truly beautiful video of its “Kinect Effect” on Monday.
The video, embedded below, tells the tale of how Kinect has gone from gaming accessory to amazing new heights as an aid in research, science and health care. The “Kinect Effect” terminology emerged from hallway conversations at Microsoft as a way to describe the creative ways that Kinect is being used. Microsoft’s video is a beautifully inspiring way of demonstrating the reach of Kinect and its potential in the future of computing. It’s also a rare opportunity for Microsoft to demonstrate its marketing skills.
The video is similar to Google and Apple’s product marketing videos that include an emotional attachment that resonates with the viewer. Apple’s iPhone 4 FaceTime adverts depict a simple video sharing scenario with a highly emotional occasion. Similarly Google’s Dear Sophie advert depicts a dad storing his daughter’s life in Google’s cloud. Both commercials leave the viewer wanting to know more and it’s difficult not to shed a tear at the powerful and compelling message of them. Microsoft’s Kinect video is emotionally inspiring, pressing the viewer to imagine the possibilities and future of computing.
Microsoft’s latest “great to be a family” commercials are less than impressive and the general reaction to them has been negative. Microsoft’s Kinect Effect video reaction couldn’t be any different. “A surprisingly beautiful advert from Microsoft, the team responsible need to do some WP7 adverts,” said WinRumors reader “Orange Lightning” in a comment on Microsoft’s first birthday celebration of Kinect. Henry Edwards commented “Microsoft Should make adverts/videos like this for all their products, as this advert is really good.” If Microsoft can apply this technique across its broad product portfolio then it’s clearly onto a winner.