Feeds

Microsoft store staff to hold all night vigil for Surface 2

Rapper Pitbull to lead charismatic group prayers for slablet revival

Securing Web Applications Made Simple and Scalable

Microsoft is planning a midnight launch for its next-generation Surface fondleslabs, to be capped by a performance by rapper Pitbull.

Reg readers may recall that Redmond pulled a similar stunt when it launched the Surface RT last October, holding witching-hour events at the 32 pop-up stores it opened for the holiday season.

This time around, the launch will be comparatively low-key. Microsoft now operates more than 70 retail stores, including pop-ups and permanent locations, but only ten of them – all in the US – have been singled out for the late-night Surface 2 kickoff on October 22.

Participating locations include the Microsoft retail stores in White Plains, New York; Boston, Massachusetts; Miami, Florida; Atlanta, Georgia; Arlington, Virginia; Oak Brook, Illinois; Austin, Texas; San Francisco, California; Scottsdale, Arizona; and Microsoft's home turf of Bellevue, Washington.

Pitbull

Pitbull, Windows user (Credit: Eva Rinaldi)

Sufficiently caffeinated customers who queue up for the events starting at 10pm on October 21 will be asked to participate in "a series of fun challenges," and one contest winner from each store will be flown to Orlando, Florida the next morning to attend a special performance by Pitbull.

Orlando locals can also attend the concert if they show up for the grand opening of the new Microsoft store at the Mall at Millenia, also starting at 10pm the same night. The first 1,500 people in line will receive a pair of tickets, and the first 100 will additionally be admitted to a meet-and-greet session with the rapper before the show.

This is of course assuming that there are 1,500 people in the queue. Redmond made much ballyhoo over its original Surface launch, but as we now know, actual sales didn't exactly meet expectations. Back-of-napkin calculations suggest there were as many as six million Surface RT units in Microsoft's warehouses when it took a $900m charge on its unsold inventory in July.

Microsoft insists this time will be different. Last week it even made the eyebrow-raising claim that its online store had nearly sold out of Surface 2 and Surface Pro 2, and certain configurations are already marked for ship dates well past the official launch.

Still, the decision to kick off its new tablets with a rap show is a somewhat dicey one for Microsoft, given its history with hip-hop artists. In October 2012, rapper Machine Gun Kelly was asked to leave a Microsoft store in Atlanta after a profanity-laden performance in which he reportedly trashed several computers.

This Reg hack suspects Pitbull will show more decorum than that. As for whether the combination of Pitbull and Surface 2 is sufficiently enticing for customers to literally lose sleep over it, however, we'll just have to wait until midnight on October 22 to find out. ®

The Essential Guide to IT Transformation

More from The Register

next story
EU's top data cops to meet Google, Microsoft et al over 'right to be forgotten'
Plan to hammer out 'coherent' guidelines. Good luck chaps!
Manic malware Mayhem spreads through Linux, FreeBSD web servers
And how Google could cripple infection rate in a second
FLAPE – the next BIG THING in storage
Find cold data with flash, transmit it from tape
Seagate chances ARM with NAS boxes for the SOHO crowd
There's an Atom-powered offering, too
Intel teaches Oracle how to become the latest and greatest Xeon Whisperer
E7-8895 v2 chips are best of the bunch, and with firmware-unlocked speed control
Gartner: To the right, to the right – biz sync firms who've won in a box to the right...
Magic quadrant: Top marks for, er, completeness of vision, EMC
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Mobile application security vulnerability report
The alarming realities regarding the sheer number of applications vulnerable to attack, and the most common and easily addressable vulnerability errors.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.