Apple, being the marketing genius it is (with the help of TBWA of course), released a set of blooper from the commercial featuring the cookie monster himself. The fake outtakes add an even more endearing quality to the commercial and the brand while furthering the brand character and product usability.
Click Here to read the CNET article
The extension of this ad is inspiring not just because of how good it is, but because of the strategy behind it. Apple recognized that people were talking about its ad and instead of just letting the buzz die down, they lit a fire under it. By releasing the bloopers just a few weeks after the commercial, the company waited until people were beginning to forget about the commercial so they could extend the word of mouth as long as possible. I think recognizing the various ways brands can feed off the buzz on their campaigns is often disregarded. Brands want to target Millennials, and Millennials buy products they hear about from friends. Increasing conversation should be the goal of any campaign targeting Millennials.
Apple understands this, and that's why they are apple.
I love the ad. You actually beat me to posting about it. With the return of the Muppets, and everyone having grown up with Sesame Street, Jim Henson and his Muppets resonate well with older generations and the millennials. I really appreciate that Apple recognized the success and ran with it with the outtakes and extended clips. The commercial cracks me up every time I see it and I don't this will be the last thing we hear from Cookie Monster. Om nom nom nom.
ReplyDelete