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UPDATE WITH VIDEO: American Idol Flagrantly Pitches iPhone

9:03 pm, March 18th, 2008, Pete Mortensen

iphone-ryan-seacrest.jpgEven though it was announced a month ago that “American Idol” had made the iPhone its official phone, and we all know that “Idol” is the most crassly commercial TV show in the history of the galaxy, I don’t think anyone was prepared for the abomination that aired midway through last night’s episode.

After “returning” from an ad break, host Ryan Seacrest reached into the audience to pull an iPhone from the hands of a female “audience member.” He then used the iPhone to visit the “Idol” website, text in a vote for a contestant, and show how easy it is to use the WiFi iTunes Store to download content “directly to your device.” I threw up in my mouth during the segment – A LOT.

I don’t know, can association with Ryan Seacrest make the iPhone less appealing? It’ll take a little while for the taint to wash away, so far as I’m concerned. I’ll post the clip if and when it turns up…


Posted by Pete Mortensen in Advertising, iPhone | Comment on this article

About the author

Petemortensen

Pete Mortensen is the communications lead for growth strategy firm Jump Associates and the co-author of Wired to Care: How Companies Prosper When They Create Widespread Empathy, a book and blog that are significantly more interesting than you might initially think. Pete's particular Apple avocations are both around design--interface and industrial. Follow him on Twitter!

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15 comments

    yeah, I had to turn away from the TV a little. I guess apple has to do something with all that revenue, wouldn’t want to just innovate more with it…

    mike, on March 18th, 2008 at 9:19 pm

    “Reaches for keyboard to post iPhone for sale on eBay”.

    How to alienate all Mac fanboys in one fell swoop!

    Jon Moss, on March 19th, 2008 at 12:10 am

    “I don’t know, can association with Ryan Seacrest make the iPhone less appealing?”

    Definitely. I’m already starting to find my iPhone less attractive.

    Electroboy, on March 19th, 2008 at 2:26 am

    This is almost as bad as that time I saw Lindsey Lohan with an iPhone. That took me a lot of time to come to terms with.

    Electroboy, on March 19th, 2008 at 2:28 am

    He actually pitched the iPhone once and then the ITMS later in the show (complete with clueless old guy standing next to him). I was completely blown away by HOW BAD IT WAS.

    Oh, and just a clarification, he didn’t SHOW anything, he just held the turned off iPhone in his hand as he explained everything you could do with it. I’m not sure he’s got enough braincells to operate the thing.

    Harry_ThaBombShelter, on March 19th, 2008 at 4:55 am

    Last night was, without any exaggeration, the single worst display of blatant product placement I’ve ever seen…..EVER! Product placement has been common forever now, but direct commentary to the IN SHOW camera?

    I think Idol must have lost some fans permanantly last night, as what they did indicates just how stupid they think their audience is….never seen anything like it,

    joran, on March 19th, 2008 at 4:58 am

    I was watching (can association with Idol make ME less appealing?) and I couldn’t believe how awkward the whole thing was. Seacrest seemed like he was very uncomfortable doing the pitch, to the point that maybe he thought it was ridiculous even. I don’t know, I think shame should be felt all around on this one…

    razmaspaz, on March 19th, 2008 at 5:56 am

    Who gives a damn what Ryan Seacrest does?

    Why the hell are you watching that God-awful show in the first place?

    Anyone who buys an OR sells their iPhone just because Ryan Seacrest played with one on TV is a sad, sad human being. Seriously, the thought makes me throw up in MY mouth.

    Church of Apple, on March 19th, 2008 at 9:54 am

    I’m having problems getting past people watching American Idol in the first place. Let alone watching long enough to see someone showing off an iPhone.

    OlsonBW, on March 19th, 2008 at 11:10 am

    My Fiancee blogs about TV. Her readers demand American Idol coverage. I was doing something else with my headphones. She saw the pitch, rewound and made me watch it. Only reason there is Idol in my household…

    Petemortensen, on March 19th, 2008 at 11:15 am

    Fair enough.

    Just watched the clip and I agree with razmaspaz that dude looked kinda awkward, making it obvious it had all been set up. I don’t know if such shameless product promos are a staple of the show (and I certainly don’t care) but it certainly makes sense that this retardedly popular show would want to associate itself with sexy devices.

    And what’s the alternative? Petition Apple to make ugly devices? Just ignore it, it’s not like Ryan Seacrest has the same tattoo that you do.

    *shudder*

    Church of Apple, on March 19th, 2008 at 11:31 am

    We could hate Ryan Seacrest and American Idol all we want (personally, I don’t see why, if I don’t like something I just change the channel) but the truth is that they have a partnership with Apple via iTunes. He was told to do that and as much as we could dislike them, Ryan Seacrest, Apple and American Idol are laughing all the way to the bank.

    L

    Ninnghizzida, on March 19th, 2008 at 12:23 pm

    Ryan Seacrest managed to leak douche all over the iphone. I think i’ll spend the money I have saved for an iphone on some smack now.

    Renee, on March 19th, 2008 at 1:19 pm

    You were watching American Idol. Enough said.

    M, on March 20th, 2008 at 5:44 am

    My wife is a real Idol fan, so I’ve had to subjugate my Tivo to it since the first season (ugh, see how much I love my wife!), though to be fair, it’s even caught my interest this season. Honestly (and grudgingly) there are some really good singers this season. I digress. Apart from atrociously bad Ford commercials – I’m not sure Ford is smart enough to know they should be embarassed – shameless plugs of this type are not the norm, and notice how dead Ryan’s eye’s look (and the sarcasm in his voice) throughout the plug. It definately was uncomfortable for all involved. This has to be an AT&T spoonsored spot. No way would Jobs sully Apple’s name with this kind of marketting blunder.

    IMHO, on March 20th, 2008 at 4:54 pm