Sproule

Simon Sproule, who was named Microsoft's new VP of corporate communications yesterday afternoon, appears to knows a thing or two about generating buzz for upcoming products, based on his experience as Nissan Motor Co.'s head of communications. Take, for example, the time he secretly entered a yet-to-be-unveiled supercar in a public festival.

This 2007 Fortune magazine profile credits Sproule for the stunt that year at Britain's Goodwood Festival of Speed. According to Edmunds Inside Line, the company quietly entered the highly anticipated Nissan 2009 Skyline GT-R in the festival, giving people a glimpse of the vehicle and adding to its mysterious aura. Here's how Edmunds described the scene:

Despite its numerous runs, Nissan made no effort to publicize the effort. In fact, the GT-R was conspicuously absent from the event announcer's script. Every other car was formally introduced prior to its ascent, including the Audi R8 that went before the GT-R and the Ford GT that went after. When the GT-R appeared at the starting line, however, the speakers went silent and it took off in silence.

And we mean silence, as the GT-R was virtually inaudible compared to the rest of the field. It was enough to compel spectators to ask each other, "What was that thing?"

We can only imagine how Sproule might apply that approach to Microsoft's products, but it sounds like it could be fun to see what he does in his new role. Sproule, 40, starts at the company next month, reporting to Mich Mathews, senior vice president of Microsoft's Central Marketing Group. He replaces Larry Cohen, who left last year to be Bill Gates' chief of staff.