Microsoft laughs at itself with new browser campaign

Published March 21, 2012 7:34pm

Microsoft is taking an unusual tack with the latest promotions for its venerable but oft-derided Internet Explorer browser, by poking fun at itself... sort of.

The software giant set up the www.browseryoulovedtohate.com, which admits that IE used to suck —but not anymore, now that IE 9 is here.

“Some people are trying the new Internet Explorer and actually liking it. Not that they would say that out loud. Curious? It's a new browser,” read a message on the site.

It also featured messages from supposed users who "went in with many reservations and much skepticism" but were converted to use IE 9.

The supposed testimony described IE 9 as "pretty damned cool!"

Another excerpt from an Engadget article quoted a supposed user of Apple's Macintosh as saying he or she was "seriously jealous with how nice IE looks and how well it performs now."

The site also touted IE 9's speed and its being "fast, lean and modern" as well as functionality not available in any other browser.

Microsoft has been playing catch-up of sorts to other browser makers that had challenged its IE 6. While Microsoft built IE 7 and 8, they have been criticized as still slow or lacking in functionality.

On the other hand, IE 9 is only for Windows 7, Microsoft’s current flagship operating system.

‘We admit we used to suck’

A separate article on tech site Slate.com said Domino’s Pizza pioneered the “we admit we used to suck” advertising pitch a couple of years back.

“And now Microsoft’s getting in on the game, trying to make Internet Explorer 9 cool again with its Browser You Love To Hate.com website,” it said. — TJD, GMA News

Tags: microsoft, microsoftinternetexplorer, internetexplorer