Microsoft Plans $200M .Net Ad Blitz

Dubbed One Degree of Separation, the campaign demonstrates how companies such as Pfizer, Dollar Rent A Car and Trans World Entertainment are using the .Net Enterprise servers and Web services platform to integrate and connect with their partners, customers and employees.

The campaign, which consists of four television spots and a print campaign, focuses on the free flow of information achieved by the distributed application architecture of .Net.

The ad campaign is being launched five days after Microsoft Chairman and Chief Software Architect Bill Gates launched Visual Studio .Net, the major tools platform designed to enable the creation of .Net enterprise applications and Web services. While the toolset is a developer product, not a consumer pitch, it will enable corporate developers and solution providers to create distributed applications and Web services that can be used by both corporate end users and consumers.

The campaign is an extension of Microsoft's Software for the Agile Business marketing campaign, launched in January 2001. That campaign helped expand revenue for Microsoft's enterprise software--including SQL server and Exchange--by more than 20 percent in fiscal year 2001, according to the company.

While some wonder about possible delays in shipping other key infrastructure pieces this summer, namely Windows.Net and the .Net MyServices Internet services platform, Microsoft officials are confident that the shipment of Visual Studio .Net means its .Net business is open and ready for business.

"This campaign marks a milestone for Microsoft as we take our first strategic step in demonstrating that .Net is now not only possible, but available to enterprise customers worldwide," said Mike Delman, general manager of advertising at Microsoft.