The Ms. Dewey interface
Type of site
|Created by||McCann-Erickson San Francisco, Sausage Films and EVB|
Ms. Dewey was a viral marketing campaign started by Microsoft in October 2006. It also refers to the character of the same name, who is the campaign's main subject. The Ms. Dewey website was an Adobe Flash-based experimental interface for Live Search. The interface features a modern-looking cityscape as a backdrop with the character on the left side, while the search results appear on the right. The cityscape backdrop changed depending on the time of day.
Developed by advertising agency McCann-Erickson and digital content marketing firm EVB San Francisco, Ms. Dewey appeared to be an interactive search assistant who audibly commented on searched keywords in her own style and made random actions when idle, including taking props from behind her desk. The responses actually consisted of about 600 video clips recorded over a period of three days.
In January 2009 the website became inactive.
Notes and references
- Cole, Sean (2006-12-13). "Spending time with Ms. Dewey". Marketplace. American Public Media. Retrieved 2006-12-14.
- Kirkpatrick, David (December 11, 2006). "Rich Geeks in Paradise", pp 26–28. FORTUNE.
- Personal website http://www.janinagavankar.com
Miriam E. Sweeney (2013). "Not just a pretty (inter)face: A critical analysis of Microsoft's 'Ms. Dewey'" (PDF). University of Illinois. Retrieved 2017-11-27.
As one of my co-workers typed in different words and phrases, the “Ms. Dewey” character (pre-recorded film footage of actress, Janina Gavankar) engages in flirtatious banter, sometimes becoming irritated or condescending if too much time passes before entering a search term: “Hellloooo... type something here!”
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