Microsoft asks what's wrong with Asian gamers [update 1]
by Kyle Orland 
{ Feb 5th 2007 at 5:25PM }
Marketing rule #1: If you want people to want your product, imply that not wanting it is somehow abnormal.
That seems to be the idea behind WhatsWrongWithU.com, a site promoting the Xbox 360 in Singapore, Hong Kong, Taiwan and Korea. The English version (for Singapore) starts things off by posting a a big, "What's Wrong With U" on your screen and drives the point home by showing a snazzy picture of the system with a hand scrawled "You don't want this?" next to it. And what if we don't, huh? You won't be our friend? You won't share your lunch with us? What?
If the rhetorical question didn't convince you, how about a list of six totally gnarly features for the system, like "awesome gaming experiences" and "looks cool." The Xbox 360 has it all, and if you enter your e-mail address, you can have some awesomely rad Xbox 360 icons, emoticons and wallpapers, as well as more advertisements in your e-mail box.
We can't really picture the type of person who is going to be swayed by the petty schoolyard logic behind this site. In fact, because of this site, we'll now always associate the Xbox 360 with Eddie Murphy's ill-advised single WazUpWitU. Marketing rule #2: Being associated with Eddie Murphy's singing is not a good idea.
[Update: Fixed typos in the headline and 2nd parapgraph. Thanks commenters.]
Reader Comments (Page 1 of 1)
Crono @ Feb 5th 2007 5:35PM
CHAHLIE MURPHAY!!!
*SMACK*
sheppy @ Feb 5th 2007 5:37PM
"Are you still playing your Game Slave I? Why? What's wrong with you? Have we offended you somehow?!?"
Oh Microsoft... never take your marketing ideas from Jhonen Vasquez creations. I can imagine Vista's ad campaign in about a month... "Upgrade.. OR DIE!"
Tim @ Feb 5th 2007 5:41PM
No, Microsoft, what's wrong with YOU?
robert @ Feb 5th 2007 5:44PM
when trying to sell a product it's probably best not to imply there's something wrong with the consumer if they aren't buying it.
what's wrong with us? would be a better question to ask.
Noob @ Feb 5th 2007 5:46PM
...somewhere Sony is thinking, "Why didn't WE come up with that?!
Corpseoftheyear @ Feb 5th 2007 5:57PM
NO U
Daryl @ Feb 5th 2007 5:47PM
This is a good marketing idea.
a.j. @ Feb 5th 2007 5:57PM
What's funny is that if this was Sony, we'd have a million X boys talking about how Sony is Satan...but because it's Microsoft, it's ok. And yes, I own both consoles so save it.
Marty @ Feb 5th 2007 5:53PM
Say what you will, it'll never be as bad as that fake blog Sony set up to advertise the PSP... horrible, horrible stuff.
MikeL @ Feb 5th 2007 6:21PM
> Being associated with Eddie Murphy's singing is not a good idea.
Ahem, Dreamgirls anyone? James "Thunder" Early!
David Riley @ Feb 7th 2007 10:29AM
You know, it's kind of obvious your site is anti-360. But do you have to be so damned blatant with it?
RUSKULL @ Feb 5th 2007 6:05PM
man, Microsoft doesn't seem to be keeping track of it's marketing department AT ALL. same goes for their uninspired ads in NA.
Miniboss @ Feb 5th 2007 6:08PM
"What's funny is that if this was Sony, we'd have a million X boys talking about how Sony is Satan...but because it's Microsoft, it's ok."
What? I don't see anyone saying it's okay?? You're smart???
Dekox @ Feb 5th 2007 6:13PM
"Wow, nice graphics! I'd like to get my hands on that game!
It's the legend of Zelda and it's pretty rad
Those creatures from gannon, are pretty bad"
Screwed @ Feb 5th 2007 6:14PM
Here's a hint to Microsoft.
Take your 'it's you not me problem' back to NA. Asian cultures will find this insulting. American love it but not Asian. Hmmmm why?? must be the darn asian. This kind of marketing just dig a bigger grave to 360 Asian Market. RIP 360 Asia.
Zoob @ Feb 5th 2007 6:16PM
Oh man, this is just as bad as AllIwantforxmasisaPSP.
What is it with video game marketing these days? I guess it's just the nature of the "hardcore" target market, but seriously.
We've got sony creating viral "fansites" where some idiot's rapping (poorly) about how PSP "kicks ass", XBox apparently implying that we are inherintly flawed and clearly a loser if we dont' have an Xbox, and the Regginator kicking our ass, taking our lunch money, and insulting our momma until we buy a Wii. Reggie's things strikes me more as a mockery of the hardcore generation rather than a direct appeal to it. Maybe that's why more serious gamers (like me!) tend to like him so much.
Ice Monkey @ Feb 5th 2007 6:18PM
If this was Sony I am sure the tone of the post would be very much more sarcastic.
nofanboy @ Feb 5th 2007 6:52PM
Kyle,
You are an idiot - the only country listed on that
site that is in Southeast Asia is Singapore. Korea (which I'll presume you meant South Korea since you can't advertise to North Koreans since THEY
DON'T HAVE INTERNET ACCESS), Hong Kong, and Taiwan, are not a part of Southeast Asia.
Rootbeer @ Feb 5th 2007 6:19PM
Whatever. I'm still waiting for John Romero to make me his bitch. Was I supposed to want to be Romero's bitch?
you know @ Feb 5th 2007 6:28PM
WHat the hell is wrong with you?
Bruce @ Feb 5th 2007 6:35PM
What the the heck was MS thinking? This is incredibly stupid.
Also Korea is hardly in the SE portion of Asia.
jchensor @ Feb 5th 2007 6:33PM
I think you should fix the typo early on in this post. You typed "WhatWrongWithU" even though it links to whatswrongwithu. The typo makes it sound like Microsoft is even making fun of SE Asian accents, which makes it all the more inflammatory.
sm0ke @ Feb 5th 2007 6:35PM
It's not Microsoft, as far as I can tell. A WHOIS query on the domain shows that it's not being run through Microsoft's name servers like OrigenXbox360 and OurColony were.
On top of that, contrary to popular belief, Microsoft isn't stupid.
mushiking @ Feb 5th 2007 6:35PM
why aren't they buying? how about lack of variety for one.
OTAM @ Feb 5th 2007 6:46PM
Is there a "We won't buy anything made outside of Japan because we're the equivalent to Japanese rednecks" option on there? If not,don't waste your time.
Mouse @ Feb 5th 2007 6:46PM
Yes it is related to MS.
Results from a whois:
Registrant:
e-Crusade Marketing Co. Ltd.
Room 1902-04, 19/F Chinachem Exchange
Square I, 1 Hoi Wan Street, Quarry Bay
Hong Kong,
HK
Google e-Crusade Marketing and it brings you here:
http://www.e-crusade.com/
Go to "our clientele" and look under the other section. What do you see? Xbox.
It's official.
ssuk @ Feb 5th 2007 6:48PM
href="javascript:popupAttackPage('/en/attack1/index.htm')">Singapore
Uh... k... Why is the pop-ups named "attack1"? D.I. Internet on the case! *cheasy cop show music*
Martez @ Feb 5th 2007 7:07PM
I think this is kinda funny. I don't know if it's effective marketing for their target audience, but it's still funny-ish.
Mr Khan @ Feb 5th 2007 7:10PM
Bullying your target market into buying your product
They must be really desperate
Steve @ Feb 5th 2007 7:17PM
Here are some other great domain names
www.itdoesntworkbutbuyitanyway.com
www.buyanxboxdumbass.com
www.theonlightlookslikethejapaneseflag.com
www.360defectsayear.com
www.buyitfool.com ==> Is Mr. T cool over there?
Steve @ Feb 5th 2007 11:01PM
13. Screwed said:
Take your 'it's you not me problem' back to NA. Asian cultures will find this insulting.
=============================================
I think everyone would find this insulting!
Microsoft's so confused. It's used to being a monopoly so this failure just doesn't make any sense. They made it like Windows too meaning that it has great features but it rarely works. Microsoft just can't understand why people aren't buying!
Mr Khan @ Feb 5th 2007 7:28PM
Oh, and nofanboy, people generally refer to South Korea as Korea, but will refer to the Communist side as North Korea
Sort of like how people used to say Germany for west Germany, but specifically said East Germany
anti-communist bias
Gansly @ Feb 5th 2007 7:32PM
Oh my. This is awful. Insulting the customer will somehow persuade them to buy the product?
It should be: "WhatsWrongWithUS"
Sony and MS both suck ass at advertising.
Goldspire @ Feb 5th 2007 9:12PM
this is a horrible ad campaign. if i lived in asia and was considering a 360, this would change my mind for sure. But, far from siding with M$ and their poor asian marketing.. it's not as bas as alliwantforxmasisapsp.com... never.. in a million years.
evilplushie @ Feb 5th 2007 11:29PM
As someone who lives in Singapore, I'd have to say I'm not offended by it or think it discriminates against asians or anything. But yeah, it's a stupid ad.
Bryan @ Feb 5th 2007 9:24PM
nofan's right, only Singapore's in SE Asia. That's like Lumping Central American countries in with South America. Grab a map.
Steve @ Feb 5th 2007 11:02PM
Mr Khan; you're Laotian, not Korean I tell you what.
Burns @ Feb 5th 2007 11:53PM
Reminds me of Kelly Flock's insulting tirade about Madden fans, but sadly they can't blame this one on an alcoholic stupor.
samfish @ Feb 6th 2007 12:25AM
Man, I am TOTALLY not buying a PS3 now. I can't imagine what part of their brain misfired and told them this would be a good idea.
...
What? It's Microsoft?
ss @ Feb 6th 2007 2:04AM
WTF?!
Anyone from SEA wanna comment on this?
Would this shit really work over there?
ss @ Feb 6th 2007 2:13AM
In my defense i've had the tab open for a while, before evilplushie made his comment.
And, jeez, this is one of the stupidest campaigns i've seen. Up there with alliwantforxmasisapsp, psp, pee ess pee.
Cylon @ Feb 6th 2007 2:19AM
If only Microsoft would care to make Malaysia as one of the official launch countries, then they wouldn't have to take this route.
But i guess it's too late now. Probably the reason the ad was made coz the impending official launch of the PS3 and Wii in this region.
Fat Cat Lim @ Feb 6th 2007 10:29AM
Personally I feel insulted. Not only does it seem to imply that their lackluster sales in Asia is our fault but it also insinuates that we do not recognize quality and value when we see it. Y'know Microsoft, if you had an official local Xbox 360 products and games distributor or support service center, you'd score a better chance over here in Asia.
Even worse is the "Whats" is missing an apostrophe. Goddammit if you're going to be condescending, at least be grammatically correct!
Stubby @ Feb 6th 2007 11:33AM
I'm from denmark and I'M insulted!
Come on, do people actually buy that junk??
Telling people that something is wrong with them just 'cause they don't have a 360....?
Do they really think that people would buy it just because Microscum thinks that there is something wrong with them?? I mean, jesus.... Come to think of it, it kinda resembles the Christian culture....no disrespect or nothing(born and raised as a Christian)...
And the PSP sn't totally useless! My schoolpapers would be ALL over the place if it wasn't for my trusty official sony paperweight!
ManekiNeko @ Feb 6th 2007 12:00PM
Yeah, this is pretty weak. You can't stick an accusatory finger in the face of potential customers, then pull back your hand and expect to find the finger still there.
Sega can tell you this better than anyone... their antagonistic ads for Panzer Dragoon Saga made their few remaining fans furious. Sega used the back of an issue of EGM to mock Saturn owners who couldn't find copies of the notoriously rare game, offering them a cut-out mask and suggesting that they pretend to fly around the room shooting monsters.
Anyone who didn't already have a Playstation when they read that ad probably bought one just to piss Sega off. And really, who could blame them?
JR
Slaziman @ Feb 6th 2007 12:22PM
I think that's pretty tight advertisement, I filled in their query and they told me I would agree that the 360 is the ULTIMATE GAME CONSOLE!
But seriously, what the fuck is wrong with them? The 360 might not be perfect, but something must be going on if they only like RPG's and MMO's
Avplaya @ Feb 7th 2007 12:27PM
I live in Asia and I'm pretty offened by the ad. Not only I'm not going to buy an Xbox360, I will tell all my friends to avoid it. I am now e-mailing this crap to all my friends and they're all in the game playing demographics. I was considering an Xbox since the PS3 was doing badly, but now I guess I'm going to get a PS3 instead. The Wii? Oh everyone wants a Wii here so that doesn't count. I can't believe MS is THIS racist. Thanks for the ad Microsoft - you've made my next gen console choice so much easier.