The world of technology of consumption has this strange mix of science and passion that exempts us from understanding why there are such desired products. For more than two decades now, the custom of standing in long queues to buy a product at its launch has evolved into exaggerated actions. Currently, products such as iPhone or the last video game console they can make people willing to camp outside a tent for hours, days, or even weeks. But what product started this whole trend? Believe it or not, it is one known to all.
In particular, for a product to generate enough buzz and inspire people to such extreme actions, it’s not just about the need for quality or a good marketingbut of a great expectation as a brand and of a special moment.
Usually, the products that have managed to drive thousands crazy in this way have appeared as successors to other great article launches that revolutionized an entire industry or that managed to be a great success in sales.
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There are plenty of examples and in all kinds of areas. For example, the PlayStation 2 generated huge queues all over the world after the success of the first PS1. The first iPhone, meanwhile, did the same after years of rumors that Apple would enter the smartphone industry. So, we can go on and on with different cases.
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What was the first product that made people camp out of tents?
However, for both the best-selling consoles and even before the explosion of smartphones, there was one product that simply changed everything, at least from a marketing point of view, and that generated such paraphernalia that it practically created the strategies for launches. that later the marketing agencies devised, with their so-called “launch day”.
The funny thing is that it is a product that the vast majority of personal computer users have used (at least those of us who are over 30 years old) and that can boast of being one of the best-selling items ever in history.
Which? Well, nothing less than the first operating system of microsoft that achieved unprecedented success and even introduced some of the things we still have to this day: Windows 95.
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Bill Gates promoting Windows 95. Photo: Rare Historical Photos
the antechamber
The history of Windows 95 is exciting from the outset, beyond the practices of its developers. It was the first graphical interface operating system that really conquered the homes of the world and finally managed to displace the old text-based systems (such as MS-DOS) of general preference.
Both Microsoft and Apple itself have waited since the 1980s for technology to advance enough for the dream of a graphical interface (windows, mouse, multitasking, etc.) to come true.
Windows 95 It was heavily advertised from 1992 (three years before its release) when multimedia features were all the rage on computers. Having a PC at home that can play movies, display 3D objects, and more was just the next step after years of text-based computing.
It was released on August 24, 1995. Photo: Rare Historical Photos
A great reason to hope
Even beyond the Macintosh itself in 1984, those of Bill Gates they knew they had the clearest opportunity to corner the entire PC market now that graphical interfaces would take over.
Everything was possible thanks to the great evolution that Windows had since its inception. Its first two versions (1.0 and 2.0) were just graphic skins for MS-DOS, very vulnerable to errors and with a boring design. By 1990, the release of version 3.0, Windows began to look like a good option. Few bugs, large catalog of software and, best of all, it was compatible with all DOS software.
However, everything would change for the better with the arrival of Windows 3.1which, despite not being a huge jump from 3.0, came with some of the most revolutionary features of the time such as:
- Support for multimedia formats such as CD and MIDI
- TrueType fonts (that don’t pixelate when you resize them)
- Workgroup networks
- The Program Manager (predecessor to Windows Explorer)
- Support for Super VGA (800 x 600)
- The familiar command Ctrl + Alt + Delete.
How was it marketed?
A retail ad. Photo: Rare Historical Photos
It was natural that, by 1995 (and after three years of hearing rumors about “the next Windows”, which would be much better even than 3.1 itself) there would be thousands of people excited and eager to buy the new system that would not only make everything easier , but also could connect to the internet quickly and easily.
There were plenty of reasons to get excited about Windows 95, and Microsoft made sure each one was known. Almost every improvement was promoted in some way or another, even to the general public. Bill Gates himself dressed as a Doom killer to promote DirectX and system compatibility with video games. In addition to this, other improvements such as long file names with spaces and the still existing full compatibility with MS-DOS were known to everyone.
Microsoft heavily marketed Windows 95with more than one well-known personality and song in between: the actors of ”Friends”, host Jay Leno, ‘Start me up’ by the Rolling Stones, Doom himself and even the entrance sound composed by Brian Eno are examples of how Bill Gates wanted to conquer all types of users:
With Jay Leno:
‘Start me up’ by Rolling Stones:
Brian Eno (start sound creator):
Bill Gates playing video games:
Speaking of the internet on late night shows:
And, of course, with the series of the moment
Many even believe that Microsoft overmarketed to their system and that there were commercials that did not even make references to computers. “A lot of people didn’t even know it was an operating system,” says one Reddit user.
sales
The result was the already known. Windows raised an estimated $450,000,000 thanks to Windows 3.0 and Windows 3.1. For its part, Windows 95 managed to sell 3 million copies in just three days (and many acquired it camping) and a total of 40 million in its first year. This was the product that started the now common custom of launch products at midnight.
Windows 95 commercials in Japan, two days before launch. Photo: Rare Historical Photos
Windows 95 even had negative publicity. This is Anthony Martin of the ‘Committee to Fight Microsoft Corp’ trying to talk people out of buying it out of a store. Photo: Rare Historical Photos
Bill Gates would face a monopoly trial in 1998. Photo: Rare Historical Photos