Microsoft is taking a novel approach to promote business-to-business products by featuring Jack Welch, former CEO of General Electric, and his wife, Suzy Welch, in a series of reality videos online.
The first 30-minute video, which you can view below, features Welch holding an executive team meeting at rental car company Hertz, where he helps them resolve an information technology issue using a Welch method known as a work out.
MSN is trying to target business and IT professionals with the web series, which aims to promote Microsoft's suite of business software and technology services. A Microsoft spokesperson said the company is trying to connect with these decision makers in the places where we really can inform and entertain.
They are busy people, they have a lot going on and are digitally savvy, said Gayle Troberman, Microsoft's general manager, advertising and customer engagement. When they do have the time to step out of the work grind, they are still interested in learning. We've created a show that's a white paper with a pulse.
The series ties in with Microsoft's http://everybodysbusiness.msn.com/ target=blank>It's Everybody's Business
target=blank>It's Everybody's Businesscampaign, which launched earlier this year. At this point, there are three episodes, each at a different company which Microsoft chose not to disclose and is set to be posted monthly.
It takes the right people to reach the business and IT audience in the right way. Jack and Suzy are well-known thought leaders in business that our target audience respects, and would want to learn from, a Microsoft spokesperson said.
If the show is successful, Microsoft and its partners - advertising agency JWT and production company Reveille which also produced shows like The Biggest Loser, The Office, Ugly Betty - will keep producing the show, said Nichole Peterson, director of branded experiences at Microsoft Advertising.
Microsoft shares were trading up 11 cents or 0.47 percent to $23.53 on the Nasdaq after the opening bell.
Watch the first episode on the next page: