The Emerging Times

Apple's 'Art of The Leak'

Apple's 'Art of The Leak'

There is an old saying in advertising and marketing: "If you cant outspend them then out-think them."

Apple is a perfect case study for this. In the world of Mac vs. Windows Apple's approaches their buzz from a grassroots, buzz marketing perspective. Instead of releasing a viral website to generate pre-release buzz, Apple opts to embed their idea or product into the media "by accident". Or so they say.

Take a peek at this video from Gizmodo. It claims that a next-generation iPhone was found in the general vicinity of Apple's headquarters. Suuuure.

When you have a cult of consumers that support your brand it makes ideas like this possible and even more successful. Executions like this makes news. I'm sure there is a Microsoft exec out there thinking one thing, "How can I outspend them, and make all this buzz go away." Usually the one with the most money wins, but in this simple example, we learn how exactly Apple wins—by owning the share of mind.

:) Please recommend TheEmergingTimes.com to a friend in advertising, marketing or life.

1 Billion Gaga

1 Billion Gaga
"Lady Gaga is Turning Me A Little Monster"

Love her or hate her. She scores in the media realm—proving it with over 1 billion views.

Recently, she committed to a partnership with Polaroid as I mentioned in my Best Ideas in Advertising last month. However, since that time, she has taken an even deeper role in Polaroid and has announced an upcoming web feature that will follow her recent 1 billion viewed—Telephone Video {warning! This video is sexually provocative, and can only really live on the internet.}

How Lady Gaga plays by the native "Rules of the Internet".
Sex—that's why the Haus of Gaga wins online—it plays by the rules of the internet. If you have a chance, make your content sexy, use the lever (no pun intended). Porn accounts for (still) about To the vast, vast majority of the internet, and it will forever be perceived as the the 'black market' of consumer content.

So what does it take to REALLY win big online? You really want to know? Here are the rules:

1. Give me sex—sexual content and porn is one click away, so if your not sex, then I might consider something else.
*Believe it or not, a famous creative director said this to me about 5 years ago. And it made so much sense.

2. Passing Impact—you know what you're going to get. People send it to you with a high expectation and it delivers, so you send-it-off yourself, and pass along the shock.

3. It's exclusive to the internet—and something that's not on TV or for your parents. It lives in another world. You, instead, have to hunt for it.


*At the end of the day, it's good-ole' interweb entertainment that plays by the rules of the internet. Even though the film is littered with product placement from companies like: Virgin Mobile, Beats, and Polaroid. It seems to captivate and shock viewers with it's completely absurd and over-the-top provocative smash in a way that let's you overtly notice the product placement to be surrounded by T-n-A.

*Also it's great directing from jonas akerlund!

Do you know what a Droid is? You should.

Do you know what a Droid is? You should.

If you don't know what a Droid phone is then you might not be paying quite enough attention to the ever-growing mobile movement. I promise that no matter who you are, whether your an account person, a designer, a CEO, or a screenwriter—you need to know that a droid phone is. It's a mini robot. An 'Android'. Think C3P0. Simply put, think of it as the world's first mini-computer (that fits into your pocket).

In the upcoming weeks I plan on going deep on mobile and discussing the basic differences between droid, iPhone, and Blackberry owners and also discuss the overall and growing impact mobile is having on our culture and the entire advertising and marketing community.

For now I hope you enjoy this top-level instructional video. It's about the Google Nexus One Droid mini computer (and phone:) It's just one of many droids in the marketplace. Perhaps you'll consider learning more about droid phones by searching Google and you can always read a few articles to get you caught up. But the suggestion I have for you is to go buy an android phone—today. It just might be one of the smartest decisions of your career.

Why? Because by the time these little androids catch on you'll be a native. It's always smart to adopt things early and get ahead.