Ms. Dewey

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Ms. Dewey
The Ms. Dewey interface
Type of site
Search engine
Created byMcCann-Erickson San Francisco, Sausage Films and EVB
Current statusInactive

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.[1]

Microsoft did not overtly market the website, and appeared to be relying on media coverage to draw users in. Janina Gavankar played the role of the Ms. Dewey character.[2][3]

In January 2009 the website became inactive.

The video clips featured actor Janina Gavankar.[4]

See also[edit]

Notes and references[edit]

  1. ^ Cole, Sean (2006-12-13). "Spending time with Ms. Dewey". Marketplace. American Public Media. Retrieved 2006-12-14.
  2. ^ Kirkpatrick, David (December 11, 2006). "Rich Geeks in Paradise", pp 26–28. FORTUNE.
  3. ^ Personal website
  4. ^ 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!”