Archive for the ‘Apple’ Category

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Apple vs. Blackberry – The Battle Goes On!

March 21, 2009

I have already discussed the popular “video clip battle” between Apple and Microsoft in one of my previous articles and also the fact that others take advantage of the idea and use it for their own purposes (when two quarrel the third rejoices). Thanks to my brother my attention was drawn to an article in a Swiss newspaper that reports on a new battle, but this time between RIM’s (Research in Motion) Blackberry and the iPhone, a registered trademark of Apple. Currently there is a sequence of three videos circulating.

It starts with a video in which Blackberry attacks and beats the iPhone. At the end of the clip the following slogan appears: “The world’s first touch-screen Blackberry. Nothing can touch it.”


This video has been on YouTube only for three and a half weeks and already has 753,762 views. (Since March 25th the video I was refering to “BlackBerry Bullet Shows Apple Who’s Boss is no longer available due to a copyright claim by Death Songs LLC and hence the views with the new one are different) According to Tagesanzeiger it did not take long before a second video came up. Or was it Apple’s answer? Nevertheless, the following clip appeared two weeks later on YouTube and finishes off with the words: “simple facts”.

There are 155,759 views after 8 days on YouTube. What until now looks like a quarrel between Apple and RIM appears to turn into an advertising campaign for the site PleaseFixTheIPhone a page that collects improvement recommendations and complaints from iphone users and lovers (the best mobile phone on Earth, ever!”) and formulates them into wishes. At the moment this page lists 2,250 wishes including 659,181 votes made by people who agree. Wishes can only be placed by people who have a Facebook account. They claim not to be affiliated with Apple and pronounce: It’s a modern love poem from iPhone fans who just want to improve their iPhone.

Listing 5,220 views on YouTube within 10 days even this one shows rising popularity. With reference to OnlinePC these clips were neither a strategy from Apple nor from RIM, but rather a hidden campaign made by the digital advertising agency Guava. Rumours are circulating that Guava may have created the clips with the objective to promote its own services as a digital marketing agency. If that were true it would be a similar move to the one by Giovanny Gutierrez from Tinsley Advertising, who filmed his girlfriend playing Nintendo Wii’s “Hula Hoop” game, only wearing knickers and a t-shirt. He stated that he didn’t intend any commercial outcome but admitted having personal interest in getting recruited by Nintendo (read more). Tagesanzeiger reports (in German) that there have been no comments from Guava regarding their involvement with these clips yet.

If it were to be the other case and the first video has been developed by RIM, it highlights the importance of monitoring and controlling the World Wide Web consistently. The first video may have caused some serious damage to Apple’s brand reputation, which could have resulted in declining sales. By responding very fast with a similar video message Apple entered the battle, took the initial glory from Blackberry and did not let its “fans” down – in addition, it provided them with material to fight back on their blogs and amongst social networks. Brands which ignore their online reputation amongst social networks, blogs and communities are taking a very large, stupid and unnecessary risk. Not only is the use of the Internet and new media for marketing purposes increasing globally, but also the importance of being interactive online as a brand in order to satisfy rising customer interest and hence demand for online interaction is of an ever increasing significance. Through active online reputation management unfavourable mentions can be minimised by monitoring and influencing conversations in blogs and social networks.

However, all these videos have created buzz in a very short time and thus show high potential for viral campaigns.  They tick all the boxes by creating electronic word-of-mouth, making people discuss the involved brands (brand awareness creation) and reaching large numbers of individuals within very short time. It also shows that there is no need to have a stunning and exceptional new idea for each campaign. Already existing ideas can be creatively turned into diverse stories with different outcomes and intentions.


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When Two Quarrel the Third Rejoices…

February 21, 2009

Based on my latest article I wanted to highlight how additional brands can take advantage from the battle between Apple and Microsoft. Linux, an open source computer operating system, came up with a clip that uses Apple’s advertising idea.

A very clever way of advertising, bearing in mind that Linux runs on both Apple and PC (Windows compatible) hardware.

Another brand that applied a similar style to Apple is Nintendo. They use the idea to promote their games console Nintendo Wii in order to outperform their competitor Playstation (Sony). I am not sure how successful that was; given the slightly cheesy presentation, but it must have caused some word-of-mouth marketing achievements with 3,802,726 views on YouTube (You can only see this video on YouTube if you log in, in order to verify that you are 18).

It would be interesting to discuss to what extent “sex sells” in that case and if there was some return on investment for Nintendo, but unfortunately I struggle to find any information. One thing is definitely clear: This video encouraged the interactive media director Giovanny Gutierrez from Tinsley Advertising to believe Nintendo may appreciate a campaign in the name of “sex sells”. He therefore created a home made video called “Why every guy should buy their girlfriend Wii Fit” where his girlfriend Lauren Bernat, who also works for Tinsley, is executing the Nintendo Wii game “Hula Hoop” only dressed in knickers and a t-shirt (More)

This video, uploaded by “tinsleyadvertising” which has currently 8,051,024 views, was classified as viral marketing tool from Nintendo, but they denyed having any responsibility. Gutierrez claims having created that clip on a non commercial basis, but admits he would love a job at Nintendo….The full story can be viewed at The Tech Herald.

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Apple vs Microsoft

February 19, 2009

Let us start with two of the major consumer computer brands Apple and Microsoft, which are fiercely competitive with each other. Both obviously have a very strong in web presence and hence, virtual advertising. I remember the Apple campaign where they broadcast videos comparing Apple Computers to “normal” PCs, clearly focusing on its own strengths compared with the PCs weaknesses. The following video that runs on YouTube shows a great summary of the ads with the “Hi I am a Mac” and “Hi I am a PC” characters.

These ads caused quite a stir amongst web communities and people generally like them – whether they have PC or a Mac. On YouTube these videos receive lots of comments and the number of views per video shows their popularity. Of course there were also those that took offence to Apple’s attaempt to undermine PCs (read Windows, although Apple never actually used the word).

These commercials are made on a very low budget with simple techniques, but deliver a clear message, which I see as a highly efficient way of advertising. The global distribution of the video and the interest generated via word-of-mouth occurs at such an immense speed, it is incredible. Organisations that do not believe in the power of the virtual world, new media technologies and social communities are definitely not up to date and should hurry up with changing their obsolescent mindsets. Apple succeeded in inspiring ordinary people like you and me through their ads. Some so much so that they created their own versions and interpretations of it. Successful or not, high or low quality – it is all some form of positive advertisement as does makes a statement about one or the other. One of my favourite and an example for very good technology and quality is demonstrated in the following clip by Dan Chianelli and Nick Greenlee:

It is incredible how many people are arguing with great passion in the comments section of YouTube about whether PC or Mac is the best. According to CultureBuzz this clip won the “Best Compositing Artimation 2008” award and with reference to The Daily Anchor Dan Chianelli and Nick Greenlee have done a great job (besides the poor and uninspired start of the clip) without Apple or Microsoft being involved.

Not only do such self-made videos by non-corporate individuals or teams make a statement which is in the favour of either Apple or Microsoft and will be distributed amongst social communities, it also opens an opportunity for these creative individuals to promote themselves. New media offers the opportunity to produce and distribute an idea worldwide in order to get immediate feedback and see what happens with it, whether it is successful or not or whether one of the big companies will offer you a job.

Apple’s ad’s also inspired other companies. Microsoft came back with an answer, of course one that cost much more as is also broadcast on TV and tries to engage viewers emotionally. They are trying to improve the “uncool” image Apple painted of PCs by showing how versatile and interesting PC users are. Microsoft even put the nerdy PC guy from the Apple adverts at the start of their clip and next to him many others including Microsoft founder Bill Gates himself.

The battle  “Apple vs Microsoft”  is a never ending one and excites or annoys users all over the planet. And now guess… exactly! Apple came already up with an answer.