Description
Apple announced the development of an iPod phone, or iPhone, and asked public relations Chiat/Day director to Develop publicity and product awareness for Apple iPhone launch with little paid advertising.
Apple iPhone Public Relations Campaign
IMC 610 Introduction to IMC
Objective
Apple announced the development of an iPod phone, or iPhone, and asked public relations
Chiat/Day director to Develop publicity and product awareness for Apple iPhone launch
with little paid advertising
Target market
Young adults interested in the latest integrated mobile technology, and business
professionals
Strengths
Cutting edge technology in a sleek design
Variety of features appeal to vast audience
Can be personalized by consumer’s interests
Weaknesses
Premium price
Offered only through AT&T service providers
Opportunities
Make iPhone central to emerging digital lifestyle
Place Internet features into consumer hands
Threats
Consumers do not understand features
Is not perceived as “easy to use” product
Too much technology
Strategies
Differentiate iPhone and define its easy to use, technologically advanced features.
Execute media campaign to communicate importance and value of cutting edge, mobile technology in an integrated design.
Frame product launch using an information platform to serve as message point to communicate product benefits.
Leverage “hip” celebrities and business professionals to serve as credible third-party spokespeople.
Use tips from spokespeople and explanation of their favorite features and applications.
Tactics
Press releases boasting iPhone features, spokespeople, media tour, exhibits, and a Website with visual demonstration.
Press kit with fact sheet, CD for demonstration of features, and testimony of spokespeople.
Direct mail to Apple consumers emphasize design, easy use, features, versatility in office, home and on the go.
Posters in-store portray sleek product design, touch screen clarity, and applications with a “coming soon” tag line.
Spokespeople are popular celebrities, singers, actresses, comedians and yuppies each spotlighting various applications.
Web site with features, video /audio demos, testimonies, call-to-action, sign-up for e-mail/mobile announcements, order online.
Mobile phones partner with AT&T mobile service to feature product in stores, on Web site, and word-of-mouth by associates.
Sweepstakes to enter to win a free iPhone, direct to Web site.
Social networking develops groups excited about the coming of the iPhone to initiate discussion of its features and ads.
E-mail previous Apple consumers announcing the product and spotlight applications weekly before and after launch.
Blog with spokespeople to talk directly with consumers to about the features the iPhone has and how it has improved their life.
Demonstrations in-store at Apple, AT&T and exhibitions at technology, mobile phone and internet conferences world-wide.
Media tour sends iPhone bus across nation stopping in major cities discussing new phone (WOM) and holding conferences.
Special event developed around extremely oversized interactive iPhone to display in Times Square, N.Y. The iPhone would
appear on the side of a building, should rotate and include all the features of the iPhone. A business-dressed and trendy-
dressed stunt person would be suspended from bungees and on platforms to reach and move across the display as if they are
using the touch screen phone by jumping and hitting it. Periodically it would rotate to show the screen automatically does to,
and when stunt people were not on site, the phone would automatically show features to demonstrate the easy to use features
even in difficult situations.
doc_477375203.pdf
Apple announced the development of an iPod phone, or iPhone, and asked public relations Chiat/Day director to Develop publicity and product awareness for Apple iPhone launch with little paid advertising.
Apple iPhone Public Relations Campaign
IMC 610 Introduction to IMC
Objective
Apple announced the development of an iPod phone, or iPhone, and asked public relations
Chiat/Day director to Develop publicity and product awareness for Apple iPhone launch
with little paid advertising
Target market
Young adults interested in the latest integrated mobile technology, and business
professionals
Strengths
Cutting edge technology in a sleek design
Variety of features appeal to vast audience
Can be personalized by consumer’s interests
Weaknesses
Premium price
Offered only through AT&T service providers
Opportunities
Make iPhone central to emerging digital lifestyle
Place Internet features into consumer hands
Threats
Consumers do not understand features
Is not perceived as “easy to use” product
Too much technology
Strategies
Differentiate iPhone and define its easy to use, technologically advanced features.
Execute media campaign to communicate importance and value of cutting edge, mobile technology in an integrated design.
Frame product launch using an information platform to serve as message point to communicate product benefits.
Leverage “hip” celebrities and business professionals to serve as credible third-party spokespeople.
Use tips from spokespeople and explanation of their favorite features and applications.
Tactics
Press releases boasting iPhone features, spokespeople, media tour, exhibits, and a Website with visual demonstration.
Press kit with fact sheet, CD for demonstration of features, and testimony of spokespeople.
Direct mail to Apple consumers emphasize design, easy use, features, versatility in office, home and on the go.
Posters in-store portray sleek product design, touch screen clarity, and applications with a “coming soon” tag line.
Spokespeople are popular celebrities, singers, actresses, comedians and yuppies each spotlighting various applications.
Web site with features, video /audio demos, testimonies, call-to-action, sign-up for e-mail/mobile announcements, order online.
Mobile phones partner with AT&T mobile service to feature product in stores, on Web site, and word-of-mouth by associates.
Sweepstakes to enter to win a free iPhone, direct to Web site.
Social networking develops groups excited about the coming of the iPhone to initiate discussion of its features and ads.
E-mail previous Apple consumers announcing the product and spotlight applications weekly before and after launch.
Blog with spokespeople to talk directly with consumers to about the features the iPhone has and how it has improved their life.
Demonstrations in-store at Apple, AT&T and exhibitions at technology, mobile phone and internet conferences world-wide.
Media tour sends iPhone bus across nation stopping in major cities discussing new phone (WOM) and holding conferences.
Special event developed around extremely oversized interactive iPhone to display in Times Square, N.Y. The iPhone would
appear on the side of a building, should rotate and include all the features of the iPhone. A business-dressed and trendy-
dressed stunt person would be suspended from bungees and on platforms to reach and move across the display as if they are
using the touch screen phone by jumping and hitting it. Periodically it would rotate to show the screen automatically does to,
and when stunt people were not on site, the phone would automatically show features to demonstrate the easy to use features
even in difficult situations.
doc_477375203.pdf