Microsoft and HP Partner with MGM for Bond Campaign, Product Placement

Strategic Insights -

Microsoft Corp. and Hewlett-Packard Co. have teamed up with MGM to feature the Microsoft Windows CE operating system-based HP Jornada Palm-size PC in the upcoming James Bond action film, "The World Is Not Enough." The collaboration marks the first time a technology company has partnered with a movie studio to promote a product in a major film. The partnership will include a worldwide marketing campaign and cross-promotional efforts, showcasing the portability, power, and coolness of the device.

Key Takeaways:

  • The partnership between Microsoft, HP, and MGM is a first-of-its-kind collaboration to promote a product in a major film.
  • The Windows CE-based HP Jornada Palm-size PC will be featured prominently in the movie "The World Is Not Enough."
  • The campaign will include a worldwide marketing campaign and cross-promotional efforts with MGM and HP, including print and broadcast advertising, online marketing, and more.
  • The device will be showcased as a symbol of "girl power" and will be used by the movie's protagonist, Dr. Christmas Jones, a nuclear physicist played by Denise Richards.
  • The partnership is a significant milestone in the integration of technology and entertainment, highlighting the advanced functionality and innovative designs of Microsoft and HP products.
  • The campaign is scheduled to start in early October and run through the holiday season, with a special promotion for the HP Jornada 430se Palm-size PC available at launch.
  • The device will include a special "The World Is Not Enough" James Bond promotional pack, which includes stereo earphones, a sleek carrying case, a collectible key chain, and a mail-in coupon for three free James Bond classic movies.
  • The HP Jornada 430se Palm-size PC is expected to sell for an estimated U.S. street price of $499 and will come with more than $150 worth of included software.

Statistics:

  • The partnership involves a worldwide marketing campaign and cross-promotional efforts with MGM and HP.
  • The campaign is scheduled to start in early October and run through the holiday season.
  • The HP Jornada 430se Palm-size PC will be available with a special "The World Is Not Enough" James Bond promotional pack.
  • The device includes stereo earphones, a sleek carrying case, a collectible key chain, and a mail-in coupon for three free James Bond classic movies.

Sources:

  • "Microsoft Announces Collaboration with MGM and HP for Bond Film Campaign," PR Newswire, Sept. 27, 1999.
  • "Microsoft and HP Partner to Bring Advanced Technology to Mainstream with Windows CE-based HP Jornada Palm-size PCs," Microsoft press release, Sept. 27, 1999.
  • "HP Announces Availability of Windows CE-based HP Jornada 430se Palm-size PC," HP press release, Sept. 27, 1999.