The Mojave Experiment was an advertising campaign conducted by Microsoft for Windows Vista in 2008. The campaign was part of Microsoft's efforts to change what it felt was an unfair negative consumer perception of the operating system.[1]Mojave spanned a series of advertisements that consisted of individuals being shown a demonstration of Windows Vista by Microsoft; however, the operating system was rebranded in disguise as a new version of Windows codenamed "Mojave," which was not revealed during the demonstration.[1][2]
Prior to the demonstration, participants generally gave a negative assessment of Windows Vista. In contrast, reviews for "Mojave" were positive, with participants stating that they intended to use or purchase the operating system for themselves; the same participants were astonished when they were told that "Mojave" was Windows Vista.[1][2][3] The campaign implied that negative consumer perception was largely the result of preconceived notions about the operating system.[3][4]
