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Apple is a company that seems to have the perfect…EVERYTHING. The perfect products, the perfect packaging, the perfect stores, and the perfect public perception of their products. All of this is of course a big part of their overall marketing efforts; informing people of what they’re all about.
A brand new video on their sporadically used YouTube page has sparked the imaginations of Apple users, and iPhone lovers in particular.
Viral Ad Campaign of the Week: Apple iPhone 5s Dreams Video
The point of the Apple iPhone 5s Dreams video is immediately apparent, right from the title. They’re trying to further establish their products as dream-makers, just like how the Mac is so famous amongst the artistic crowd.
The video is clearly showing the other applications of the latest iPhone as public perception of the device is largely one of it being an entertainment device. Apple is clearly trying to show the more useful features of the iPhone that a few apps and an add-on device can get users.
Other aspects of the Apple iPhone 5s Dreams ad campaign
The entire point of this particular video is to tie it in with the larger “More Powerful Than You Think” ad campaign that they have been running for some time. They even promote the Dreams video on their homepage as part of this campaign:
Apple being Apple, they couldn’t simply call it a video, or even an ad, opting for the ‘film’ moniker. I will concede that they get style points for that.
How the ad works is as a piece of advertising that let’s people imagine what an iPhone 5s could do for them, better living through technology and all that. While the video focuses on specific aspects of life: fitness, parenting and creativity. While you may not personally be involved with any of those, you will certainly have at least one of them peak your interest and have you wonder just what an iPhone could do for you.
Problems with the Apple iPhone 5s Dreams campaign
A problem with the Apple iPhone 5s Dreams ad campaign is a problem that I have with the larger aspect of their entire YouTube channel. Take a look down in the comment section, here’s what you’ll see for every video:
No fun, eh? It could be that Apple wasn’t going to have any of the bother of dealing with YouTube’s notoriously filthy comments section, it could be an artistic statement. I’m going to err on the side of not wanting to deal. Either way, it’s a shame as it doesn’t allow for any sort of community to grow around their videos.
The video also fails to utilize any sort of hashtags or other social channels. I don’t doubt that they’re shared it over their Twitter or on their Facebook, but they do not take advantage of these platforms in any perceivable way.
Their inability to connect fans, both in this fault and the lack of a comment section, has hurt their ability to turn new fans into lifelong followers as we’ve discussed in the linked article. They also fail to truly take advantage of any of the crowd marketing tactics that we champion here.
When you’re a company as big and incredibly popular as Apple is, you don’t have to worry too much about these types of problems. You can throw a few more advertising dollars at the next video and it’ll sort out. I wouldn’t recommend the average company take the approach that Apple has. Their YouTube subscription numbers may be near 2 million, but I can’t help but think that this number could be much higher with a little bit of community and relationship building.