Remember the “Freedom to Innovate Network” launched in the late 1990s? It initially appeared to be exactly what it described itself to be: “a non-partisan, grass-roots network of citizens and businesses” opposed to the U.S. Department of Justice’s actions to restrict Microsoft’s abuse of its monopoly in computer operating systems and software.
As it turned out, the Freedom to Innovate Network wasn’t non-partisan or grassroots at all. Rather, it was an astroturf public relations campaign, funded and conducted by Microsoft itself. Astroturf, in this context, is a phony grassroots organization constructed by a company or industry consisting of generated “citizens” who lobby government and become media sources, parroting the interests of the company or industry. It happens all the time, although the astroturfing is usually much harder to spot because it’s usually much better done by big-gun public relations firms like Burson Marstellar and Hill & Knowlton.
By now, everyone on the planet is familiar with Apple’s “switch” advertising campaign, designed to entice Windows users to convert to the Mac OS. One thing that makes these advertisements so successful is that they use real people to tell believable stories.
Enter Microsoft, the 800-pound gorilla, with its blatant rip-off, called “Confessions.” That link is a Google-cached version of the page because it no longer exists on Microsoft’s site. The reason? Probably because a Slashdot irregular discovered it’s more Microsoft astroturf. The head-shot of the alleged confessor came out of the Getty stock photo archive.
Here’s where it gets really weird. Microsoft Chairman Bill Gates owns Corbis, Getty’s strongest competitor. If Microsoft is going to use a stock photo, why not use a Corbis image?
Update 3:15 PM CDT: The Associated Press is reporting that it tracked down the “confessor” by “examining pesonal data hidden within documents that Microsoft had published with its controversial ad.” The trail led to Valerie G. Mallinson, an employee at a public relations firm that works for Microsoft. Now about that picture….
Update 3:50 PM CDT: Dan Gillmor has an excellent analysis of the situation and Microsoft’s vague and slightly greasy reply to his questions.
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