I know marketing, I get marketing but this endorsement of Microsoft's new Surface Tablet is bizarre. It's in her O Magazine December issue, which as you can see above is about Christmas and has an annual feature of her "favourite things".
How they ever managed to get Oprah to go along with this I just don't know.
Most of the reviews last week following the launch, were favourable and as you'll know this is make-or-break time for Microsoft as it enters the hardware market for the first time.
So Oprah has declared The Surface Tablet as, "one of her favourite things of 2012" in the December issue of her mag O. "it feels like a Mercedes Benz to me people" she gushes and goes into uncharacteristic tech speak, more Press Release words, about the weight, the kickstand etc.
Oprah endorsed the IPAD in 2010 ("the best invention of the century") bringing in huge sales. So it's one hell of an endorsement.
As a strategy, celebrity endorsement has real value and in the digital age, is easily shared. It's a key moment for Microsoft's tablet and will help hugely. But normally, these are paid for endorsements but given that it appeared as editorial in the magazine, would seem to be genuine.