Just received this email from Apple who is using car dealers marketing tactics to get users to try the new MacBook Air. Very smart!
I was just wondering – are we going to see blue, yellow and red balloons rising above Apple stores…?
The Israeli music industry has changed a lot in the last ten years. The leading radio station, GalGalatz (Israeli Army Radio #2), created in 1998 the playlist — a list with a limited number of popular songs, selected by powerful music editors, that is being played repeatedly and sets the public taste and opinion. Despite the criticism GalGalatz received, claiming (rightfully IMHO) that they became focused on ratings rather than quality, nothing changed.
These days, Galgalatz gets exclusive rights to play new singles before all other stations which makes them even powerful than ever. The result – small group of musicians, mainly mainstream, get the glory, while others are completely ignored.
But all of this does not matter if you are lucky enough to get discovered by Apple’s marketing folks. This is what happened to Yale Naim, a fairly unknown Israeli singer that made her career in France. One of her latest album’s songs, New Soul, is used as the soundtrack of the new MacBook Air TV ad.
The result is great – she is now on the world’s most popular playlists — iTunes Store (2nd most popular song!) and YouTube (with 1.5MM views as of Feb 1, 2008)!
Macbook Air is not the only creative thing Apple came out with this week.
Today Apple started running a new campaign for Leopard. I saw it on the home page of the New York Times. In this 30 seconds ad (which you will want to watch it again and again – trust me), the PC guy climbs the ladder and breaks out from the Half Page Ad unit to the Leaderboard, hangs the "NOT" sign while talking with Mac and then goes down the ladder. The synchronization between the two ad units is perfect and the experience is fun and engaging.
Can you imagine that? There are web products that are dying to get to the level of user engagement this ad has. Harry up and watch it yourself on NYTimes.com
