When Apple created their new product, the Apple TV, they had one goal in mind and that was to revolutionize the way we watch television. There are very many different apps out there that allow us to watch new movies and TV shows that aren’t on regular cable, such as Hulu, Netflix, HBO GO, and Showtime. While all of these are great apps to have, it would be much easier to take advantage of them if they were all in one platform so that’s just what Apple did. When Apple released their commercial about Apple TV, they did a great job of exaggerating the product’s ability to use multiple apps at once all from the comfort of your couch. Not only can you watch your favorite TV show on any of the popular apps Apple TV has to offer, but you can listen to music on YouTube with just the click of a button. Apple did a great job at fulfilling their goals with this campaign because today, over 20 million people have Apple TV’s installed in their home. Apple TV puts its competitors to shame, being twice as popular as Roku and almost 13 times more popular as Amazon Fire TV. http://www.cultofmac.com/391347/apple-tv-dominates-streaming-but-it-makes-people-sad/. If one thing is true, Apple TV has captivated the public with its ability to stream television but has it really taken over cable TV? While Apple’s commercial campaign about their new product did a great job of demonstrating its multiple uses and simplicity, was the campaign enough to persuade consumers to go out and buy the device versus just watching regular, recorded TV shows? Let’s face it; Apple products are not always cheap… Apple TV might seem like a great idea up until the fact that you have to go buy the little black box on top of paying for the app subscriptions that come with it. The device does make it a lot easier to access all of your favorite TV apps, but companies such as Hulu and Netflix still require you to pay for their subscription fees on top of paying for the box. These are just some of the different obstacles Apple faced when they created their campaign for their new product. Apple’s campaign for their new television box greatly relied on the use of YouTube to get their message across to viewers. (See blog post #1 to watch full commercial.) Utilizing the social media platform YouTube was a smart decision because over one billion people use YouTube everyday, making this a great site for Apple to advertise their product. https://www.youtube.com/yt/press/statistics.html. By posting their commercial to YouTube, viewers also have the ability to share it to other social media sites such as Facebook and Twitter. This allows a whole new audience of viewers to come across the commercial because while many people do utilize YouTube, there are still some who do not. Not only does the campaign do a great job at utilizing social media sites, but Apple also incorporated the famous TV show “Game of Thrones” starring Nikolaj Coster-Waldau. Game of Thrones is one of the most watched television shows out right now and by using one of the main actors to lead the Apple TV commercial; viewers are definitely more inclined to watch. Game of Thrones and all of the previous seasons can be watched through the familiar app HBO GO, which is also accessible through the little black box, otherwise known as Apple TV. See what they did there!
It’s safe to say that when it comes to Apple and their campaign efforts, I’m pretty sure they know what their doing.
Taylor Jean 