Dive Brief:
- The Microsoft brand took a bit of a hit on election night when CNN anchors were spotted using iPads over the strategically placed Surface tablets.
- At some points in the evening, viewers even noticed the Surface tablets being used as stands for the rival Apple's iPads — then took to the web to talk about it.
- A CNN spokesperson said the Surface tablets weren't part of a product placement deal and that the anchors are under no obligation to use any particular device, typically bringing their own.
CNN commentators using Microsoft @surface tablets as iPad stand. Facepalm. pic.twitter.com/BPxWTf2zhI
— Adam (@adamUCF) November 5, 2014
Even the good people at CNN who have Microsoft surface tablets in their face hide iPad ... - http://t.co/Sz6CpzLrEg pic.twitter.com/7Bam8uyI2G
— Melbourneer (@_Melbourneer_) November 5, 2014
Dive Insight:
Regardless of intent, the message being sent by CNN anchors rings clear — they prefer to use the iPad. Finding out that there was no product placement deal doesn't really help Microsoft's brand because it emphasizes that when given a choice, public figures prefer to utilize an iPad over a Surface. When the brand is already struggling to sell the tablets, a public dismissal could be a hurtful blow.
