Report: Apple Planning Second iTunes Super Bowl Promo
Report: Apple Planning Second iTunes Super Bowl Promo
by , 8:20 AM EDT, July 28th, 2004
An Adweek.com report on Tuesday suggests that Apple Computer and its primary advertising agency is already working on a second campaign for next year's NFL Super Bowl to promote another iTunes promotion with soft drink maker PepsiCo, Inc..
TBWAChiatDay and its southern California office has already been given the assignment, according to Adweek.com, five months after BBDO launched the Pepsi iTunes promotion on Super Bowl XXXVIII last Feburary 1.
The contract is worth an estimated US$15-20 million and the campaign is expected to launch during Super Bowl XXXIX, set for Sunday, February 6, 2005. The campaign is expected to run into the Spring.
Sources said the reason for the switch to ChiatDay's west coast offices to handle the contract was that Apple CEO Steve Jobs wanted the Apple agency to do the work so he could have more of a say in its creation.
Apple and Pepsi announced their the promotion last fall and had hoped to give away 100 million free songs. The redemption rate fell far short of expectations as only some five million free song were redeemed.
The first campaign featured 16 real-life teenagers who were sued by the recording industry for illegally downloading music from the Internet. Set to the music of Green Day's version of "I Fought the Law," the spot showed the teens changing their attitudes about illegally downloading music files and admitting they will download music for free from the iTunes store.
Observer Comments
Wed Jul 28, 2004 9:17 am Subject: Fool me once, shame on you...
Apple should [blah blah blah].
Edited by bweels for inappropriate content. Guest, you're welcome to engage in conversation around here, but keep it clean. Please note that your post has not been edited because of its "anti-Mac" sentiment. We love a good argument. Bring it on, but exercise a little self-control.
Wed Jul 28, 2004 11:16 am Subject: Yeah, it'd be nice if they did something that worked...
Wed Jul 28, 2004 11:28 am Subject: $50? What a piker.
Wed Jul 28, 2004 11:33 am Subject: What is going to make this promo different?!
Besides the Super Bowl commercial and ONE sign hanging in my local Seven-11, the whole free iTunes campaign barely reached MY eyeballs at all. If I hadn't been a Mac user, I doubt it would've even registered with me at all.
Nobody I know got a free iTunes bottle cap and it never even came up in conversations at work or with friends. There was ZERO buzz about this in the NY/NJ/PA area as far as I could tell.
Hopefully Apple will take a more active role and spice up the next ad campaign, as well as demand that Pepsi coordinate the deliveries a little better.
A 5% return is actually a pretty good response rate for a coupon-type promotion, but I'm sure Steve was upset that 95 million went unredeemed. I'm hopeful that ChiatDay will come up with something with more pizazz. Maybe Pepsi could dye the soda to match the iPod mini colors so that people will notice it more?!!
-Ken P
QuoteAnonymous wrote:
Why buy a pepsi for $1.09 - $1.19 in the hopes of winning a $0.99 song? Might as well just download for $0.99 and not rot your teeth.
It was {b}increcibly{/b} easy to guarantee yourself a free song. All you had to do was tilt the bottle up and look under the cap before you bought it. I got 100 free songs, and only 3 losers (those were 7-11 cups I misread.)
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