New York City’s transportation department last week clipped the wings on Microsoft’s new “It’s better with the butterfly” campaign, issuing a $50 summons for a guerilla effort that put decals on sidewalks, doorways, traffic signals and stop lights. Municipal workers removed hundreds of decals. The $300 million campaign–the largest ever for MSN–kicked off on Oct. 24, backing the launch of MSN 8 with mass media, direct mail, and Internet promotions. McCann-Erickson, San Francisco handles the mass media; Avenue A Inc., New York City, handles online.
New York City officials said they might sue if more decals appear (or start fining for each individual decal), while Microsoft reps said the software company had received a city permit to place the butterflies on streets and sidewalks.
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