Will Apple bend under pressure?
Every year, Apple releases a new iPhone, and this year it was no more different than previous years. However, the release of the phone was not without hassle. The iPhone 6+ had some serious issues: when there is a certain amount of pressure applied on the iPhone 6+, it would bend. Obviously, for a €799 phone, this is unacceptable for a lot of people. This bending issue or bendgate has lead to a lot of discussion on the Internet.
And a few companies have made good use of this ‘bendgate’. Samsung for example had released the Galaxy Note Edge, which had a curved screen on the edge.
LG also had a phone that was curved, the LG G Flex and also released a funny tweet about it.
And even Heineken took advantage of the situation.
These three companies took advantage of the situation and were promoting their own product, while ‘humiliating’ the iPhone 6+. Viral marketing is nowadays very important when using social media. This article, written by Kaplan and Haenlein (2011), explains what rules you need to follow in order to make something viral. These companies created something memorable and interesting. As you can see in the tweets, all three products are bend or curved. Another option is to create humorous or hilarious messages in order to attract the attention of the reader. In all three cases, the caption of the tweet is pretty funny (if you have the same level of humour as I do). But companies do have to watch out with provocative or edgy messages. Sometimes it could work in your favour, but these kind of messages can also work against you. Fortunately for these companies, they knew what the limit was, and these messages worked in their favour.
In my opinion, these kind of messages are pretty funny and well thought. Creating something catchy to put Apple in a bad light whilst at the same time promote your own product. What do you think about these kind of social media marketing strategies? Funny, well-thought or childish? Or do you think bad marketing is also marketing in the case of Apple?
Kaplan, A. M., and Haenlein, M. (2011) ‘Two hearts in three-quarter time: How to waltz the social media/viral marketing dance’, Business Horizons, vol. 54, pp. 253-263.
Hein, B. (2014) ‚ Bendgate Day 3: Best bendy iPhone 6 jokes to ease your pain’, http://www.cultofmac.com/297744/bendgate-day-3-brands-brands-brands-jokes-jokes-jokes/ September 25, 2014.