Microsite.com

In May 2007, Microsoft employee Geert Desager posted a brilliant video called “Break Up” with a message proclaiming his employer did indeed “get it.” That traditional media no longer connected with the consumer and that the consumer has moved on. He posted the video on a Microsite Blog at http://www.bringbackthelove.com.

Other bloggers – myself included – predicted it would go viral. It did in a huge way. Winning high praise, a huge audience and multiple awards, including a bronze lion in Cannes.

This year, Geert and his team at Microsoft’s Digital Advertising group are back with a sequel called “Inspiration Anyone?” It went live on June 8 at the same site and directed viewers to Microsoft’s http://getinspiredhere.net/.

Blogger reviews have been mixed.

It is like watching Shrek 2. Shrek 1 was movie nirvana. We’re introduced to new, interesting characters. We’re uncertain how it will end exactly. Funny lines seem original. There’s simply no way the sequel can duplicate the novelty and surprise, even it if were great. And let’s face it, Shrek 2 was great. But Shrek 1 was perfect.

“Inspiration Anyone?” suffers a similar fate. We’re already familiar with the characters and storyline – in this case the metaphor. Funny lines aren’t as surprising. And frankly, I think it tries too hard and therefore is not as cleaver. But I quibble.

Overall, it’s great. Not perfect, but great.

Best two lines: “Last, but it’s certainly not cheap. A huge, sweeping national TV campaign that will blitzkrieg through the soft tissue of all our consumers.”

“If this didn’t work last time, why is it going to work now?”

Silence.

At the end of the video, the viewer is invited to Microsoft’s “Get Inspired Here” site.

What the hell is this?

The page tag is “Browse by Tags – Get Inspired Here.” Huh? The key message is that browsing via tags can be inspirational? I think I missed something.

Then there’s a huge banner that looks like an outdoor board for the video. Except I can’t click on it! Ah, cue the UX guy.

There’s a calendar of events with no events on it. The top contributors have (0) posts.

Now, I’m the last person eligible to complain about site updates and audience participation. But come on, this is Microsoft. What do you have like 500,000 work there? Can't a memo go out?

For inspiration, look elsewhere.

One last note. Geert’s been responding to posts about the video. Check out one at Forrester’s blog. Geert’s a good man.