Dive Brief:
- Microsoft revealed the name of its new browser that will replace Internet Explorer—Microsoft Edge—at its Build Conference Wednesday
- Immediately following the announcement, jokes began to fly comparing Edge to pop band U2's guitaristt—nicknamed The Edge.
- Even with the jokes, many social media users said they were excited to try Edge, which will include a minimalist style and new features like digital ink annotation, Cortana integration, and a built-in reading list.
Microsoft Edge web browser. Goodbye IE, long-live the Edge. #Build2015 pic.twitter.com/PMKVSbnZgV
— Lance Ulanoff (@LanceUlanoff) April 29, 2015
Microsoft Edge brought to you by U2 - Even Better Than the Real Thing will play each time you open the browser
— Tim Smith (@TimothySmithSF) April 29, 2015
I'm weirdly excited to use Microsoft Edge. Looks nifty - and I dig Cortana. Plus highlighting pages is real nice for research.
— Chris Leddy (@CapnRaccoon) April 29, 2015
Dive Insight:
Ideally, a brand hopes the reveal of a new product will be met with awe and excitement. But when the product is replacing the Internet Explorer browser that became a punch line all on its own, it's not surprising some of the first responses were more jokes. Microsoft, however, has kept its sense of humor about IE—even poking fun at its image itself. At the very least, the running joke has created significant Twitter attention for the new Edge product.
