'The Browser You Loved to Hate' Shows Internet Explorer's Revival
Sarah Moore — March 19, 2012 — Pop Culture
References: youtube & browseryoulovedtohate
While Internet Explorer may have gotten a bad reputation in the past, ‘The Browser You Loved to Hate’ infographic series hopes to undo this as it showcases the new and improved features of Internet Explorer 9.
The campaign openly acknowledges the stereotypes against Internet Explorer and its former flaws, and uses humorous inforgraphics and a witty video to dispel the distaste users have for the browser while promoting its new features.
Using the slogan "comebacks come in many shapes and sizes," each graphic shows the transition of things that have become more popular with age. The coolness rating of different mustaches over time, or the increased popularity of PBR (thanks to cheap brew-loving hipsters everywhere) are two examples of how the campaign is trying to show users that IE9 is cool, and that it actually functions the way a browser should.
‘The Browser You Loved to Hate’ will definitely get people laughing and reconsidering Internet Explorer, even if they don’t switch from their browser of choice.
The campaign openly acknowledges the stereotypes against Internet Explorer and its former flaws, and uses humorous inforgraphics and a witty video to dispel the distaste users have for the browser while promoting its new features.
Using the slogan "comebacks come in many shapes and sizes," each graphic shows the transition of things that have become more popular with age. The coolness rating of different mustaches over time, or the increased popularity of PBR (thanks to cheap brew-loving hipsters everywhere) are two examples of how the campaign is trying to show users that IE9 is cool, and that it actually functions the way a browser should.
‘The Browser You Loved to Hate’ will definitely get people laughing and reconsidering Internet Explorer, even if they don’t switch from their browser of choice.
Trend Themes
1. Browser Image Overhaul - Brands can learn from Internet Explorer's success at rebranding and image overhaul with clever campaigns and self-aware humor.
2. Viral Promotion Through Humor - Marketers can engage potential customers by presenting their product in a humorous light with an occasional self-deprecating approach.
3. Brand Redemption and User Trust - Restoring user trust through addressing past shortfalls can be an effective way for brands to improve and solidify their customer base.
Industry Implications
1. Web Browsers - Web browser manufacturers can leverage clever and humorous campaigns to increase user engagement and improve brand loyalty.
2. Marketing and Advertising - Marketers and ad agencies can learn from the success of Internet Explorer's image overhaul campaign and use similar strategies to improve brand reputation.
3. Brand Management - Companies can utilize self-aware humor and address past errors to restore user trust and improve brand recognition.
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