How clever: A hotspot in a magazine
Microsoft offers Forbes readers free wifi in an insert
May 3, 2013
These days free wifi shows up in the darnedest places.
At libraries. At amusement parks. On airplanes.
And now, in perhaps the most unexpected place of all: In a magazine.
In this week’s issue of Forbes magazine, Microsoft is promoting its new Office 365 software by including a small wireless wifi router.
The router is contained in a four-page insert that ran in a small number of magazines sent to business and technology professionals targeted by Microsoft.
The router is housed in a very thin cardboard box that’s part of the insert.
The router can connect up to five devices to the internet. It lasts for two to three hours, depending on how many devices have been connected, before it has to be recharged. It comes with 15 days of free service courtesy of T-Mobile.
The idea behind the promotion is to emphasize how handy it is to have constant access to information, which is what Microsoft offers with Office’s cloud service.
The stunt works because it’s a unique way to draw attention to the product, as well as the magazine itself.
There’s been lots of buzz about the promotion online, a rarity for a magazine advertisement of any type. Engagenet, Mashable, Consumerist and dozens of other sites have written about the free Forbes router.
It’s believed to be the first time that a magazine has delivered free wifi, though it’s hardly the first high-tech offer in a magazine.
Last year, for example, Entertainment Weekly ran an ad for the CW that included a tiny smartphone that played clips of the network’s new shows and delivered a live Twitter feed.
And in 2009 EW included a small TV screen in an ad for CBS that also played clips of its shows.
Survey: Social media ad spending will rise
Cable overnights: Another big night for FNC
The new YouTube Gaming at a glance
Another boffo bow for an NBC sitcom
New Orleans: Looking back at Katrina
Why the ‘Mr. Robot’ finale was yanked
Big stink over NY tabloid covers
The case of the missing Millennials
Down to the wire for ABC and NBC
‘Limitless,’ fast, fun but at risk of fizzling
Big Little League rematch: Texas-Cali
Cable overnights: ‘Haves’ grows on OWN
Introducing the McWhopper. (Oh, nevermind.)
- Kyla Jacobs rises to global business development director at TBWA
- Rob FitzGerald becomes U.S. president at We Are Social
- Mandy Graham joins and Maria Smith rises at M&C Saatchi
- David Duncan becomes chief strategy officer at BBDO Minneapolis
- Zan Goodman becomes design director at Chandelier
- Patty Hirsch becomes digital GM for sports at Time Inc.
- Bob Gold becomes SVP of distribution at Poker Central
- Alison Fitzgerald becomes health policy correspondent at NPR
- Baratunde Thurston becomes supervising producer at 'The Daily Show'
- Jim Belushi joins the cast of Fox's pilot "Urban Cowboy'
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Interactive media buyer job in Cedar Falls, Iowa
Junior media planner wanted in Austin
Assistant media planner job in Atlanta
Local marketing specialist wanted in Greensboro
Part-time media buyer job in Lake Bluff, Illinois