![]() "A lot of this is inside baseball, and seems to target people with particular pain points with the iPhone." Mr. "It's unclear who they're aiming this campaign at," said Rene Ritchie, editor of The iPhone blog. 1 wireless carrier wants to stir anticipation among a mainstream audience. Yet Verizon's broadcasting of the message to viewers of a baseball playoff suggests the No. These folks aren't reading blogs about the latest and greatest smartphones, they said. Given how deep the commercial drills into the ways the iPhone falls short, experts said the messaging would mainly resonate with those in the deep know about the handset's capabilities, which excludes the vast majority of people, iPhone owners included. If the product and its message are crafted for a geeky and tech-savvy audience, though, the media buy is so far suggesting otherwise. ![]() But the site's language is equally esoteric: "Do you wish you had a robot sidekick that moved at light speed and lived in your pocket? Input your e-mail and Droid will notify you when compromise has been deactivated." The campaign, from McGarry Bowen, New York, also has a companion microsite that lets users sign up for updates about the handset's release. "It's clever, but you have no idea what this is for." "There's no summary about the product, and you don't know who the brand is," said Karl Barnhart, managing director and partner at CoreBrand. Yet the brand being advertised is ambiguous. In a play on the iPhone's "I," the campaign takes jabs at the handset with a series of "iDon'ts," starting with "iDon't have a real keyboard," "iDon't run simultaneous apps." The commercial ends with "Everything iDon't. In the campaign, Verizon seeks to slam Apple's iconic smartphone on all the things it's perceived to fall short on, such as a lack of a physical keyboard and the capability to run multiple third-party apps simultaneously. The teaser campaign, which plugs the new Android device and debuted Saturday night during the playoff game between the New York Yankees and the Los Angeles Angels, is, however, causing some head-scratching. ![]() Less than two weeks after Verizon Wireless aired a TV commercial that takes aim at AT&T's network service, it's now going straight for the iPhone. SAN FRANCISCO () - Whatever rumors were brewing a few months ago that Apple would break its exclusivity with AT&T and take its iPhone to other carriers, it's a good bet they can be put to bed for now. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |