How Apple Use Events to Generate Buzz
Apple is using events to generate buzz around its products and services
Events have always represented a key activity for Steve Jobs’ impressive marketing machine. However Apple has recently made significant choices that highlighted the significance of events as the core of their campaigns.
His performances are studied by wannabes CEOs and presenters. The world stops when Apple has an announcement to effectively listen to a commercial proposition.
Apple’s Campaign Flow
The most attentive readers may have noticed how Apple intelligently starts campaigns with an event teaser.
Apple announces the event first to press and influencers. The lucky attendees spread the word on blogs, Twitter and the likes.
Only recently the teaser has been promoted to the Apple website and in some instances it has been accompanied by email marketing. This is the direct result of a major change of policy. Since September 1st 2010, Apple decided to livestream events online on Desktops, iPads, iPods and iPhones.
This was a massive acknowledgement for the power of allowing online participation. Up until then, streaming was a rather sneaky activity perpetrated by some outlaw attendee. Not good for Apple, not good for the customer. Romantic but not great to watch.
Tapping the Social Media Opportunity
Livestreaming has driven significant buzz to the events increasing reach of Apple campaigns online. Comparing numbers from the Twitter hashtags of the #WWDC2010 event back in July when livestreaming was not available and the livestreamed #backtothemac event in October, there is a significant difference:
Livestreaming delivered incredible buzz on social touchpoints and Apple customers could feel part of the excitement. What had been incredibly scarce became all of a sudden available, shareable and talkable.
@fabivs makes me notice that the choices Apple made in terms of technology are worth a mention. Apple described the technology as ‘market leading’ and pioneer of ‘open standards’. Reality is that lots of commentators turned their nose up on that decision. As in all things there is PR and Journos chitchat and there is experience.
My experience watching the event with an iPhone 3GS over a 3G network was flawless and in great HD.
Apple followed up with an email announcing the product and a link to watch the livestream.
Interesting to note how event effectively becomes video material to better sell the product, the perfect sales pitch delivered by Steve Jobs straight to your screen. Amazing thing is that whether you are a fan or not it makes you curious enough to watch it and share it.
Photo by seagers