Essay
BTEC Unit 9 Creative Product Promotion P4 (Pass)
BTEC Unit 9 Creative Product Promotion P4 (Pass)
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P4: Explain the reasons behind the choice of media in a successful promotional campaignIn this assignment I am going to explain the reasons behind the choice of media in a successful
promotional campaign. The promotional campaign I am going to use as an example for this assignment
is; Shot on iPhone 6.
In March 2015, Apple launched a worldwide marketing campaign called;
Shot on iPhone 6. This campaign included photos and videos from 77
people, across 70 different cities in 24 countries. The campaign was
produced to demonstrate the camera of the iPhone 6. The campaign
was specific focused on the camera of the iPhone 6.
For this campaign Apple used different types of media I am going to explain the
reason behind these choices of media and how these selections made the
campaign successful.
Billboards and Transport advertising:
Posters on billboards and public transport stations were one of the methods
Apple used to market their iPhone 6 campaign. This method was chosen,
because a lot of people could see the poster at the same time when for
example they were going to work or bringing the children to school.
YouTube:
Apple has over 10 million subscribers on YouTube. That is
why they make a lot of advertisement videos and post it on
their channel YouTube. They use this type of media because;
it is an effective, simple and cheap way of reaching millions of
peoples. They posted different videos regarding the iPhone 6.
Some videos were over the specifications of the phone some
were about the phone itself showing the people what the phone
looked like and in what colors it was available and Apple got the most
views on the Shot On iPhone 6 videos. They put out 4 videos and
these videos had all together almost 17 million views.
Social Media:
Apple is a globally known brand and most of their product target
relatively young people. Apple has social media accounts on;
Instagram, Facebook, Snapchat and Linkedin with millions of
follwoers. They are very active on these social media trying to conenct witht heir
custoerms and to promote their newest prodcits. Apple uses advertising on social
media, because it is the easiest way to reach millions of people in teh easiest way.
During the Shot On iPhone campaign Apple had over 12 million instagram followers and
they asked the people that purchased the iPhone 6 and their follwers to make a photo
and post it on their personal account with the hashtag #ShotOniPhone6, millions of
people did this and it became trending. Creating awareness for the product and making
newspapers and blogs on teh internet write about it. The selection and use of this type
of medai and youtube made it possible for Apple to create something trending and not
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