IPod & iPod Video Promotion Campaigns Articles | IPod

By: Darren Williger

The iPod offers, in addition to a fascinating technical advancement, a unique and novel means of publicity and advertising, which varies in approach and catchphrases from the initial ads of the earlier iPod generation to the current iPod video promotion campaigns.

The initial campaigns focused on the novel product marketed by both the iPod as well as iTunes brands. The slogan for these promotion campaigns that got underway in November 2001 was, “ A thousand songs, in your pocket”. The colors shades that were chosen for the initial iPod campaigns were vibrant and energetic: brilliant grass green, cyclamen, turquoise, and other cheerful hues were picked to embody the concept of music as well as video, denoting both visual as well as auditory sensations. Now wrap advertising was employed, together with other more customary kinds of BTL advertising: several light rail wraps were there in bustling centers or midtowns, employing the identical visual idea as present in banners. Huge billboards and banners were put up in numerous bustling centers, with maximum visibility. The publicity was powerful, forward and forceful, making use of the most dynamic and finest quality with regard to all the constituents: the hues were dramatic, the real ads were huge and the images depicted were vibrant. The television ads focused on the concept of music, dancing as well as mobility and the ad content was simply confined to the product slogan was also the Apple brand slogan (Think clear).

The fresh advertising campaign that was launched by Apple in 2003 was because of the coincidental opening of iTunes music store. Now the campaign focused mainly on the construal of hit songs by various persons sporting iPods. This ad campaign was extremely successful since it featured popular hip-hop, pop, and rock songs that artists like Pink and Eminem had composed.

In late October 2003, iPod presented a fresh series of advertisements that were on the lines of a silhouette campaign, which became the heart of the majority of print advertisements, such as wraps, billboards, and banners, even from the look of the earlier iPod generation: essentially, the images depicted black silhouettes of persons dancing while sporting iPods. This latest campaign was made taking into account the same vibrant colors and powerful images of the earlier campaign. Besides, the campaign’s success was owing to the heady popularity of the music performed, like Jerk it Out by The Caesars, Ride by The Vines, Feel Good Inc. by Gorillaz, Are You Gonna Be My Girl by Jet, Walkie-Talkie Man by Steriogram, Saturday Night by Ozomatli, Take California by Propellerheads, Take Me Out by Franz Ferdinand, Rock Star by N*E*R*D (Jason Nevin's Mix), or Technologic by Daft Punk.

With the unveiling of the latest iPod video, the product’s image promotion strategy underwent a change. The new product’s slogan went as, One more thing..., denoting the novel and anticipated video feature, which definitely was a high point when contrasted with the hottest version of 2005. The advertisements for this novel product were centered on the gadget’s video playing potential. In fact, the ad included the DVD - Original of the Species from the Vertigo by U2: Live From Chicago. Centering on an identical concept, there were two other videos in which Wynton Marsalis and Eminem featured. Yet, the ad which had the dancing silhouettes ran simultaneously, but it was tweaked into something more illustrative of the latest video gadget: the backgrounds were no longer plain bright hues, they were textured plus had a range of patterns, signifying the evolution relating to the image as well as the video attributes of the latest iPod version. The two video variants featuring the two leading artists varied from hip-hop music’s orange urban theme to the jazz’s cool blue look.

The newest iPod ad, launched in March 2006 certainly is not centered on the silhouette approach any longer; rather, the producers went in for a video displaying diverse CD covers, incorporated into the iPod nano, using the very same earlier catchphrase “A thousand songs, in your pocket”.