U.S. News & World Report named the “Get A Mac” campaign one of the best marketing jobs in recent times, putting it up there 13 killer campaigns including “What happens in Vegas Stays in Vegas” and “Will it Blend?”
Here’s why:
Apple’s “Get a Mac” campaign, which launched in 2006, puts the hip, easygoing Mac against the hapless, problem-prone PC. “The message of these ads is clear,” says communications professor Stephen Marshall, author of Television Advertising That Works.
“Every one of them says, ‘Don’t be this guy.’ You don’t want to be the PC.” The TV ads also appeared online, and the company released a series of web-only ads to capitalize on consumer interest in the characters. People got the message–Mac’s market share grew by 42 percent.
Lesson: Create engaging characters in your online video to help grow an audience that’s receptive to your brand.
Interesting to see some praise outside the community, since the campaign has won several awards but hasn’t always been loved by ad critics.
Via US News
Nicole Martinelli is a San Francisco freelance writer who heads up Cult of Mac Magazine, our weekly publication available on iTunes. You can find her on Twitter and Google+. If you’re doing something new, cool and Apple-related, email her.
