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.
A strong sendoff for NBC’s ‘Parenthood’
Readers: It will be a record Super Bowl
The rest of the best of the Super Bowl
‘Kids Baking Championship,’ what fun
Rachel, the stress from work is too much
Tell us your thoughts on Hispanic media
Best tube bets this weekend
Cable overnights: ‘Americans’ dips slightly
New from Snapchat, meet Discover
Survey: Native advertising will soar this year
Coming soon: Nick without the cable bill
Disney Junior planning Latin-inspired princess
‘Empire’ holds steady in fourth week
- Jeremy Gibney and Rob Esmundo join San Francisco agency Eleven
- Paul Pastor becomes EVP of network strategy at Discovery Channel
- Amy Hyland and Justin Nesci rise at Nickelodeon
- Pete Rumpel becomes chief sales officer at ABI Research
- Lincoln Lopez becomes VP and GM of social media at Univision
- Jim Lawson becomes regional manager at iHeartMedia
- John Reiss rises to executive producer at NBC's 'Meet the Press'
- Roberto Ruiz becomes news anchor at Azteca America
- Tyler James Williams joins CBS's 'Criminal Minds' spinoff
This week’s cable ratings
This month’s new media traffic data
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Looking to fill a media planner job in Chicago
Senior media connections planner/buyer in Columbus
Assistant media buyer opening in San Francisco
Digital media buyer job in Minneapolis
Programmatic media planner wanted in New York