To shift the perception of Internet Explorer, we made use of a bleeding edge platform to create a miniseries that clearly draws the line between the new and old browser.
Microsoft rebuilt Internet Explorer 10 from the ground up, completely embracing modern web standards. Unfortunately, consumer perception of Internet Explorer is tied to the twelve-year-old browser that came with Windows XP.
To help change this perception, we created Not Your Father’s Browser: a miniseries featuring a lame dad, played by Internet Explorer 6, and cool son, played by Internet Explorer 10. Episodes were shot using Vine, a new six second video sharing platform only available on the iPhone—knowing well that it would start both buzz and controversy.
Internet Explorer published an episode once a day for two weeks via @ie on Twitter. Immediately the series was shared across tech blogs, news outlets, and social media; fueling conversations about IE10.