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July 16, 2007
iMedia iBlitz: The iPhone
Steve Jobs has done it again. He launched his highly touted iPhone on June 29 with the global brand marketing machine that has truly set Apple apart from the competition.
This media blitz fed the ravenous appetite of the legendary Apple fan base, which camped out at his retail stores for days – coping with 90-degree heat, humidity and thunderstorms in New York City, and braving the conditions in other major cities worldwide.
And it again captured the magic in the bottle that Apple has created over the past few years with its $10 billion iMac business and its $10 billion iTunes/iPod venture.
Now, with an estimated 950,000 phones sold in just the first two weeks, Apple and its exclusive carrier AT&T are basking in the positive media glow of the initial product reviews, hoping to sell up to 14 million phones by the end of 2008 and become a major player in the cellular market.
Is Apple the only company that could have engineered such a marketing coup? Not necessarily. Behind the larger-than-life media blitz were some very basic, if pricy, elements:
• A PR blitz of major proportions that created story after story in newspapers, magazines, broadcast news, editorials, blogs, and more, so that Paris Hilton, Lindsay Lohan, and other media darlings became a footnote instead of a headline.
• An extremely strong TV demo showcasing the amazing capabilities of the touchpad all-in-one device containing an iPod, organizer, camera, email reader, Web browser, and phone with a horizontal/vertical screen.
• An integrated marketing program with print, outdoor, and digital ads -- in synergy with the TV spots -- to further propagate the Apple “too-cool, gotta-have-it” brand message.
So whether you own an iPhone, want to buy one, love reading the critics’ comments, or even couldn’t care less, there is no escaping the media snowball that Apple generated for its largest product launch ever.
On top of all this, Steve Jobs launched another major product the same day: “Ratatouille,” a Pixar-Disney movie about a rat that loves to cook. But that’s another Brand Perspectives success story...
Posted by MCorp. at 16.07.2007 12:33 | Permalink
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