TASK 3
D1: U24 Discuss how successful media concepts have been positively exploited across multiple media industries.
Apples 'shot on iPhone' campaign
The campaign that apple ran is a campaign which focuses on the ability of the iPhone camera and uses the catchphrase, ‘shot on iPhone’ to advertise their new iPhone camera ability. Social media users can view these ads through in game or social ads and apple have also used traditional methods such as billboards and posters around cities to reach a mainstream audiences. Apple have used this campaign to promote the use of their iPhone and to for consumers to use the hashtag #shotoniphone to share what images they have taken on their iPhone which means the ad is multimedia and cross media.
The campaign will be marketed through TV, radio, press, social media (Instagram, Facebook, snapchat and twitter).
The campaign works in the sense that the customers has to buy an iPhone to take a photo and upload it to socials with the #shotoniphone to be featured on apples social media pages. By buying the phone the customers have the ability to take photos and join the trend.
Billboards
Apple utilised traditional methods to promote there products to a mainstream audience rather than a niche. By using these adverts they can be places in places with high traffic and be seen by a huge demographic which is beneficial for apple as they don’t have a specific demographic as most of the population has some form of smart device. The effect that these ad had on consumers were great as it was very minimalist and simple and wasn’t hard to read when you were driving past or walking past. This is important when using traditional methods as a lot of information needs to be transferred in a short amount of time. The use of capitalisation is a way of highlighting key information on ads such as billboards, it means the reader will be inclined to read the highlighted words before the others. This ad can be seen by a huge amount of people on a daily basis. This specific ad was placed above a motorway so it can be seen by thousands of drivers who might be on their way to work or something else, but, the ad will stick in their head throughout the day and be useful when they are next due an upgrade on their phone and will go with an apple phone.
Traditional roles played a huge role in this campaign and still do. Traditional ads give a sense of personality and authenticity to ads as seeing them in real life you automatically feel it is more real whereas an ad online has a sense of detachment as you feel it is aimed at everyone but you.
TV
The television advertisements were run using UGC (user generated content) and broadcasted on channels across the globe. Apples clever use of using there consumer’s footage gave an extra sense of personality and showed audience that they could also capture footage similar to what is showed in the advertisements if they bought the iPhone.
The use of UGC is a great way of advertising product’s especially in a video format as it shows what the users have created, showcasing there audiences skill.
The benefits of advertising on TV is that the audience get a closer insight into the product and it is more informative than a billboard for example. The TV ads are meant to be a more intimate introduction to the products and really sell the product to the audience which apple have done by showcasing the amazing videography skills of their consumers and also the quality of the resolution of the camera. To inform the audience they have a narrator speaking over footage that is caught on phone cameras.
Social media
Apple gained most of their success through the project via social media due to the viral marketing aspect of the campaign and the way it spread across the globe. The use of hashtags and promoting users to generate their own content meant that it was an interactive campaign leading to more and more people getting involved and it becoming a trend as it almost become a trend for the people to follow. Apple developed there advertising to adhere to the new digital market by utilizing hashtags and based all there new phone advertisements around the camera capabilities of the new iPhone.
They ran video advertisements on social media platforms which contained the infamous hashtag but the ads ran on social media were meant for information rather than visual pleasure or brevity.
Apple got into some legal trouble as although the camera they used where from the iPhone stated, they made technological enhancements to the lens and the processors in the iPhone meaning the photos turned out differently to how a normal iPhone would.
This however go them more publicity than they previously had meaning it worked in their favour, as the saying goes, ‘there is no such thing as bad publicity’.
Share a coke campaign
In 2011 coke aired an ad where you could pick up a bottle of coke with your own name on it and used the # to coincide with the campaign. It was extremely successful as it was a very personal campaign and allowed consumers to purchase bottles for themselves or for friends.
The result was that 1.25 million more teens tried a Coke during the following summer and sales of participating Coca-Cola packages rose by a phenomenal 11% in the US. 'Share a Coke' in the US was more successful in driving sales than in any previous market that had run the campaign.
Radio
The radio ads that coke ran were to entertain and inform the public on the campaign.
The radio ad consisted of a jingle that coke made which was made to be catchy so people would sing it and other people would catch on. The ad was ran on lots of different radio stations with the sound playing regularly on stations when the campaign ran.
Link to the advertisement that was ran on radios:
Television
The share a coke commercial was ran on social media and on television and social media cross the globe. Coke didn’t include any speech in the commercial and used visuals to portray a story of friendship and love for the share a coke campaign which meant the ad was applicable to global audiences as it relied on visuals rather than audio.
This allowed coke to exploit the use of media and use the same TV ad to social media ads like on YouTube and run those before people watched their videos.
With audio visual ads like these the main goal is to tell a story around the product and to sell it to global audience be evoking an emotional response and making it relatable to the people. The tv ad coke ran did this well as it included themes of friendship and love around the bottle which means the audience link these emotions to the product and the brand.
As there was little to no speech in this ad this meant that there was a huge emphasis on the product placement. Throughout the ad the product was visible at all times which arguably has more effect on the audience than speech and dialogue.
Social media
Cokes ‘share a coke’ campaign was extremely successful in the sense that it utilised viral marketing to get free advertisement. Coca cola ran ads on Instagram, twitter and Facebook where # can be used and are popular.
The ads were simple graphics including the product and the social tags and # along the bottom top to allow the audience to participate online.
Example of audience participation with the campaign where they use the hashtag.
The share a coke campaign had positive impacts on relationships and the way coke was viewed by the public. It was extremely successful in this sense and will go down as one of the smartest marketing campaigns ever.
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