The campaign, with a tagline of "It's better with the butterfly," is built around the MSN butterfly logo and includes broadcast, print, radio, online and outdoor ads. McCann-Erickson/San Francisco created the offline ads, and Avenue A Inc., Seattle, developed the online ads.
Microsoft chose Superior, Wis., as the kickoff city to underscore the superior position of MSN 8 software in addressing customer needs, the company said.
Features of the new MSN Internet service software include instant messaging, rich e-mail and online safety controls.
The campaign includes a massive billboard in Times Square, New York, counting down to the software launch.
Microsoft also announced that its total monthly subscriptions to MSN reached 9 million in September.