Apple, which traditionally has kept its distance from social media, has launched a campaign for the iPhone 5C on Tumblr.
The campaign, built around the tagline "Every color has a story," featured 15-second "colored" video ads (with a sixth in the works) in English, French and Spanish titled: "Porte de Lilas" (Gates of Paris), "Viva o Carnaval" (Live the Carnival), "Showtime," and "Enjoy the Show."
Each video ad plays a different song and showcases the dots featured on the back of the iPhone 5C's official case and on iOS 7's dynamic wallpapers, with the dot effects forming into animations of rock concerts, carnivals, ice skating and more.
“While it isn’t out of the ordinary for a company like Apple to flaunt their latest devices in an expensive marketing blitz, their latest attempt to sell the iPhone 5S is a little out of the ordinary," TechGeek notes.
Apple has eschewed social media and has neither a Twitter or Facebook presence (excluding iTunes), so choosing Tumblr is “a sign that Tumblr’s advertising system might just work, or even allow the company to profit from its user base through more integrated content,” continues TechGeek. “This isn’t a typical banner ad, or pre-roll ad, but instead feels just like anything else scrolling by on your Dashboard.”
Tumblr users will see the Vimeo video ads via the "Sponsored Post" feature on their Dashboard. The ads will link to Apple’s own "I See 5C" Tumblr page, so users can reblog or "heart" the ads. The ads, which popped up on a mysterious Vimeo account a few days ago under the name MAL, an acronym for Apple's ad agency Media Arts Lab, weren't accompanied by any other information, 9 to 5 mac reports.
Apple's iPhone 5C ad campaigns to date have focused on the colorful, playful nature of the smartphone including a billboard campaign in San Francisco, and two TV spots. Despite its previous efforts, the 5C hasn't been the "low-cost" hit that Apple had hoped for, so it's no wonder that it's targeting a younger demographic directly on Tumblr.
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