Microsoft XP Reloaded Initiative Gets Reloaded

Redmond's newly minted 'Start Something' campaign, like its predecessor, is all about growing Windows XP sales.

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Microsofts "XP Reloaded" campaign isnt dead. It just has a new name: "Start Something."

On Monday, Microsoft unveiled its "Start Something" campaign, aimed at promoting the four-year-old Windows XP brand.

Microsoft officials declined to comment on how much the Redmond software maker is planning to spend on "Start Something." But the advertising campaign will span print, online, TV and retail channels in 11 countries and run for 15 months. Ads will appear in vertical-industry publications, as well as the more traditional channels.

Company officials are characterizing the ad rollout as one of the biggest ad campaigns in Microsofts history.

Microsoft has morphed its Windows.comWeb site into a showcase for its Start Something campaign.

Although Microsoft has cornered well in excess of 90 percent of the desktop PC operating system market, the company still wants to grow the Windows business. Last year, Microsoft officials acknowledged the company was seeking to bolster its XP sales via a number of marketing and advertising initiatives, many of which fell under the so-called "XP Reloaded" umbrella.

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