iPhone: Are You in the Know?

Jasmine Hood
West Virginia University
IMC 610
Professor Creely
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As the leading provider of personal computing technology, Apple has

prided itself on creating cutting edge innovations, as well as
establishing a globally recognized brand image. In its 30-year history,
Apple has been identified as the leader of PC design, operating
systems, and applications. As Steve Jobs and the Apple company
pioneer into the 21st century, the 2001 introduction of the iPod staked
Apple’s claim as the “‘icon of the Digital Age’” (Yoffie, 13).

Today, Apple is set to take the next bold step into the lives of the
technologically savvy. They are now ready to introduce to the public
the latest addition to the iPod family – the iPhone. The Apple brand
continues to grow and expand beyond the traditional PC core audience
to include products that are fresh and accessible for everyone to enjoy.
The iPhone is a state of the art 3G cellular phone that features “an
entirely new user interface based on a revolutionary multi-touch
display…[and] combines three products into one small and lightweight
handheld device—a revolutionary mobile phone, a widescreen iPod®,
and the Internet in your pocket with best-ever applications on a mobile
phone for email, web browsing and maps.” The Apple consumer is
always checking for the next best thing on the market and is informed
of the latest offerings. With the launch of the iPhone, the question
becomes

“Are You in the Know?”

TBWA Chiat/Day will launch a public relations campaign that will not
only excite consumers about the forthcoming iPhone, but will also align
itself with the Apple brand image of being the in-crowd of the out-
crowd.

Objectives

The target audience of the iPhone launch and the “Are You in the
Know?” campaign goes beyond the loyal Mac constituency, and now
delves into the world of wireless communications. This new audience
includes 18- to 55-years olds, with an average annual income of
$40,000, which includes a broader base than Apple’s other traditional
product offerings. The PR campaign will aim to reach the target
demographic through traditional and interactive media.

Strategy & Tactics

The overall theme of the campaign is to signal the coming of

something great from the Apple line. Those that consider themselves
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hip and knowledgeable are intrigued to be the first to know about the
product offering. A sense of suspense is to be incorporated to build
interest to the ultimate unveiling. “Are You in the Know?” speaks
equally to the trendsetter consumer and the consumer who needs to
be constantly updated with news and information. Features such as
HTML email and web access allow iPhone users to be up-to-date on all
current events in the news, as well as their personal lives.

Tactic #1- An advertising campaign will feature famous and

“everyday” individuals who consider themselves either knowledgeable
or trendsetters, asking the question “Are You in the Know?” Icons such
as Alex Trebek, Ben Stein, Sean “Diddy” Combs, and Madonna will be
spokespersons that are identified as being educated and cultivated.
Individuals who represent the “average” Apple consumer, such as
graphic designers, business owners, musicians, etc., will also be used
to promote the cultural brand image. Pre-launch television and print
ads will be minimalistic and simply focus on establishing the hip image
of Apple and an unknown forthcoming offering. Lead-time will be one
month prior to the launch date. Post-launch advertising will continue
to feature Apple iPhone users, but also highlight the iPhone’s features
and capabilities that keep users “in the know.”

Tactic #2- In synergy with the surprise announcement of the iPhone,

internet advertising will encourage iPod users to download a free
special message through iTunes from Steve Jobs on a specific date,
approximately two weeks before the official launch date. The
invitation will feel like a personal request from Jobs to share some
exciting news. Users will download a video press release of Jobs
introducing the iPhone.

Tactic #3- Apple will hold a press conference and issue a press release
to the appropriate trade and consumer media announcing the arrival of
the iPhone. The press conference will include demonstrations of the
iPhone and the press release will provide written details of the
innovative features of the iPhone, including applications and design.

Tactic #4- Viral publicity is an assumed occurrence during the

campaign. Online magazines, blogs, and consumer websites are
expected to voice opinions and offer expertise on the new technology.
Apple’s press release will need to consider the possible (and probably
inevitable) negative publicity that may occur. Topics such as price and
first-version glitches must be addressed prior to negative publicity in
order to intercept and maintain brand image.

Measurement
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In order to determine the success of the iPhone campaign each public

relations tactic will need to be measured for results as much as
feasibly possible.

Tactic #1 will be evaluated by the level of impact the advertising spots

had on the consumer public. A collection of data will need to be
implemented to assess the size of the audience reached and the
influence the advertising had on their decision-making process.

The success of Tactic #2 can be readily determined by the total

number of downloads the iTunes store received for the video press
release. The number of consumers reached must at least meet the
break-even mark for the cost of production and support necessary to
distribute the video.
Tactic #3 will depend on the number of news media that view the
launch of the iPhone a significant event to cover. The more
publications and broadcast media that discuss the product and
campaign, the more publicity the Apple brand and iPhone receive.
Apple Computers, nor TBWA Chiat/Day, have control over the media
message delivered, but with other proper public relations tactics in
place and the overall positive Apple brand image positive coverage is
envisioned.

Tactic #4 will be a difficult device to measure, as the span of the

Internet reaches far and wide. The online buzz will generate publicity
for the Apple brand and iPhone to millions of potential consumers
beyond traditional media. Apple is confident in the product offering
and hopes for the best amongst public views in the viral community.

References

Yoffie, D. and Slind, M. (2007). “Apple Computer, 2006” (9-706-496).

Boston, MA: Harvard University.

http://www.apple.com/pr/library/2007/06/28iphone.html