Hasta La Creative!

Microsoft is breaking out the big guns on CW’s Vampire Diaries tonight to promote Windows 7 OS, which will involve an adorable little girl and fuzzy baby animals. The software giant is capitalizing on the success of the spots it ran earlier this year featuring Kylie, the precocious preschooler. This time, Kylie makes her very own slide show, featuring pictures of animals along with reviews of the new operating system from magazines and bloggers. “More happy is coming,” Kylie promises, as the screen flashes the October release date.

I love all of this cuteness and optimism, but what has me scratching my head is the campaign’s strategy. Why would Microsoft launch this spot on a minor network on a night that’s been referred to as the “primetime graveyard,” as opposed to launching it during, say, Monday Night Football, when it has an audience with actual buying power? Stay tuned.

Sara Barton is a copywriter, social media strategist, and avid blogger who is in search of her next opportunity. Contact her via Twitter, LinkedIn, or her blog.