Love the new marketing campaign for Internet Explorer 10. Just to be clear, I hate IE. It's given me so many problems in the past and I have switched over to Firefox and Chrome and never moved back; Except when required while doing site and app testing. However, the new campaign for IE 10 is absolutely brilliant.
IE was once the dominant browser and has since fallen from grace by being inflexible and overconfident. The campaign is sparked by a very self aware point of view that progress takes time and humility to get back to the top and comebacks come in many shapes and sizes. Just give the new browser a chance, and you'll be convinced.
It starts off with a nice self depreciating TV commercial where an Internet troll follows news of the launch of IE 10 and sprews hate at every chance possible about the new broswer with a vegence. The message at the end is clear, some progress even a little, is good progress.
Users can also go on to The Browser You Loved To Hate to find out more about why and how IE 10 is in fact mounting a serious comeback.
Microsoft has taken the humble approach in this one and it seems to be working quite well. A promise of something great without the flashy display of the browser and obivious and overzealous user testimonials.
#WellPlayed Microsoft. Well Played indeed.