This Blog spotlights recent public relations cases studies selected by PR students in Comm 473: PR Campaigns in the College of Communications at The Pennsylvania State University in University Park, Pa., that demonstrate the value of public relations across a variety of service areas and industries.
I loved your presentation! I thought you guys did a great job of displaying your campaign and its theme in a fun way, while still maintaining professionalism. The skit in the beginning was definitely a great start.
I really enjoyed hearing about the key people in your campaign. I had no idea that Steve Jobs was a drop out or that he recently had died. I also had no idea that Steve Wozniak had gotten into a bad airplane crash losing a lot of his memory. You sometimes forget that there are real people behind these massive companies, so it was a nice ethos touch.
I liked when you guys asked us how we described our Macs. I thought it was very telling and really accentuated your point on Mac's great branding work or should I say Lee Clow's great branding work.
I also thought it was good you pointed out that the audience was not current die-hard Mac users or current die-hard PC users, it was the people who were indifferent and looking to buy a new computer/laptop. It really is incredible how Justin Long embodies the Mac in the comparative advertising of pcs to Macs and the middle-aged, huskier man embodies the PC. It makes me wonder if I always felt that way or if seeing these commercials for so long made me see these things in this light. Either way, like your contact said, this truly is the perfect campaign. I actually enjoy watching these commercials and sometimes even laugh out loud at them.
Lastly, I had never seen that tmobile campaign, but I could not believe how identical it was to the Mac commercial, all the way down to the coloring. I guess that really is a testament to how successful the campaign has been.
Great job on this presentation. I loved the little intro you did with the little spin off of what the actual Mac commercial does.
This was a great case study because it is highly relevant with our current age group. Most people I know own some form of Apple product. Judging from the commercials, I had an idea that Apple was targeting a younger, more hip crowd, but I did not know that the two figures in the commercials were representative of Steve Jobs and Bill Gates.
I think many companies could definitely learn from the innovative and customer-oriented approach that Apple is so famous for. As we all found out, I'm a PC and it's awful...but you just may have convinced me.
Before I discuss your written case study I'd like to make a few observations concerning your presentation.
First, kudos to uploading your presentation via Scribd. This is a great way to interface with your presentation efficiently and intimately and helped me tease out key points regarding the campaign.
Now, in terms of your case study - I think what is admirable about the campaign is Apple's incredible ability to brand iMac and other Apple products as inherently superior to personal computers. Now, I do NOT think that this campaign is responsbile for doing that - here's why.
The campaign, as you effectively explained, is rooted in light hearted humour targeted to technically-savvy individuals. This is all well and good, but it does not create a connection to Apple products that penetrates deep, it seems superficial.
Why I think Apple has been so successful as of late is related to the product design directly. Think about it, I am typing this blog response via a PC in the Patee Library. This Dell PC's design is decidedly cold. Blunt edges, plastic...I am constantly reminded that I am working with a machine.
Now, an Apple product is sheek, metallic and has a user-friendly interface. Many articles argue that technology destroys a "human" element. In my opinion, Apple's integration of human touch in many of its products adds an entire new dimension that cannot be tapped on many PC's. Of course, we are now seeing many other companies attempt to enter this niche, but Apple has a firm stranglehold on it.
I think what is important to remember when analyzing this campaign, or any for that matter, is that the QUALITY of the product is what truly matters. An innovative PR campaign is like a 5 hour energy if you will: It can precipitate greater efficiency and productivity, but only if the individual possesses those skills beforehand.
great opening skit guys! it was very entertaining and quick, easy way to get us involved.
i've been a mac girl ever since i remember wanting a computer! this being said, my parents were always those people in the middle, or should i say the target audience of this campaign!
let me say, this campaign definitely convinced them. so much so, that they invested in their first of many mac products when they purchased our new home computer! we've been mac lovers ever since!
i also found it really interesting that they two characters in the commercials were meant to portray Jobbs and Gates. this became more and more present as you showed us more commercial examples. i really enjoyed how you guys tied that into your presentation.
i would have loved to see some of the transitions that mac has made along the way as far as style goes. because while you say it's always been simple, i would have liked to know if earlier models were similar to today's.
great work! love my mac products for life! katie g :)
Well-structured and very engaging!Being a PC girl myself, it was interesting to learn more about Mac and its history. You may have converted me!
The main premise of your analysis was that Mac remained humble when they launched the campaign showing PC's shortfalls. However, I would have to disagree. The fact that they based their entire campaign on their competitor, highlighting their faults to me is not humble, but very shrewd. It was a tactic that proved to be successful and humorous, and I applaude them for that, but "humble" would not have been the word I would have used to describe this campaign. They repeatedly showed PC in a bad light and although they tried to do so in a light-hearted way, I found it to be a more cut-throat than they were leading on to be.
Nonetheless, excellent job. You had my attention the entire time!
This presentation brought to light and confirmed just how freaky it is that we all say the same things when we talk about a mac or how oddly loyal we are to a computer.
I absolutely love the personification and of the brand and I don't think I would have been able to really catch that if it hadn't been for this presentation. I definitely call myself a mac person, but I had no idea that the characters in the commercial were supposed to play Steve Jobs and Bill Gates. I also had no idea that once Mac came out with the iPod, computer sales suffered.
This was a very relevant and timely presentation! Also, I LOVE quirky skits...Bravo!
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57 comments:
I loved your presentation! I thought you guys did a great job of displaying your campaign and its theme in a fun way, while still maintaining professionalism. The skit in the beginning was definitely a great start.
I really enjoyed hearing about the key people in your campaign. I had no idea that Steve Jobs was a drop out or that he recently had died. I also had no idea that Steve Wozniak had gotten into a bad airplane crash losing a lot of his memory. You sometimes forget that there are real people behind these massive companies, so it was a nice ethos touch.
I liked when you guys asked us how we described our Macs. I thought it was very telling and really accentuated your point on Mac's great branding work or should I say Lee Clow's great branding work.
I also thought it was good you pointed out that the audience was not current die-hard Mac users or current die-hard PC users, it was the people who were indifferent and looking to buy a new computer/laptop. It really is incredible how Justin Long embodies the Mac in the comparative advertising of pcs to Macs and the middle-aged, huskier man embodies the PC. It makes me wonder if I always felt that way or if seeing these commercials for so long made me see these things in this light. Either way, like your contact said, this truly is the perfect campaign. I actually enjoy watching these commercials and sometimes even laugh out loud at them.
Lastly, I had never seen that tmobile campaign, but I could not believe how identical it was to the Mac commercial, all the way down to the coloring. I guess that really is a testament to how successful the campaign has been.
Great job guys -- TEAM MAC!!
-Sara
Hey guys,
Great job on this presentation. I loved the little intro you did with the little spin off of what the actual Mac commercial does.
This was a great case study because it is highly relevant with our current age group. Most people I know own some form of Apple product. Judging from the commercials, I had an idea that Apple was targeting a younger, more hip crowd, but I did not know that the two figures in the commercials were representative of Steve Jobs and Bill Gates.
I think many companies could definitely learn from the innovative and customer-oriented approach that Apple is so famous for. As we all found out, I'm a PC and it's awful...but you just may have convinced me.
Great job!
Mike
Brittany, Alicia & Ari
Before I discuss your written case study I'd like to make a few observations concerning your presentation.
First, kudos to uploading your presentation via Scribd. This is a great way to interface with your presentation efficiently and intimately and helped me tease out key points regarding the campaign.
Now, in terms of your case study - I think what is admirable about the campaign is Apple's incredible ability to brand iMac and other Apple products as inherently superior to personal computers. Now, I do NOT think that this campaign is responsbile for doing that - here's why.
The campaign, as you effectively explained, is rooted in light hearted humour targeted to technically-savvy individuals. This is all well and good, but it does not create a connection to Apple products that penetrates deep, it seems superficial.
Why I think Apple has been so successful as of late is related to the product design directly. Think about it, I am typing this blog response via a PC in the Patee Library. This Dell PC's design is decidedly cold. Blunt edges, plastic...I am constantly reminded that I am working with a machine.
Now, an Apple product is sheek, metallic and has a user-friendly interface. Many articles argue that technology destroys a "human" element. In my opinion, Apple's integration of human touch in many of its products adds an entire new dimension that cannot be tapped on many PC's. Of course, we are now seeing many other companies attempt to enter this niche, but Apple has a firm stranglehold on it.
I think what is important to remember when analyzing this campaign, or any for that matter, is that the QUALITY of the product is what truly matters. An innovative PR campaign is like a 5 hour energy if you will: It can precipitate greater efficiency and productivity, but only if the individual possesses those skills beforehand.
Good job.
- C
great opening skit guys!
it was very entertaining and quick, easy way to get us involved.
i've been a mac girl ever since i remember wanting a computer! this being said, my parents were always those people in the middle, or should i say the target audience of this campaign!
let me say, this campaign definitely convinced them. so much so, that they invested in their first of many mac products when they purchased our new home computer! we've been mac lovers ever since!
i also found it really interesting that they two characters in the commercials were meant to portray Jobbs and Gates. this became more and more present as you showed us more commercial examples. i really enjoyed how you guys tied that into your presentation.
i would have loved to see some of the transitions that mac has made along the way as far as style goes. because while you say it's always been simple, i would have liked to know if earlier models were similar to today's.
great work!
love my mac products for life!
katie g :)
Mac Study,
Well-structured and very engaging!Being a PC girl myself, it was interesting to learn more about Mac and its history. You may have converted me!
The main premise of your analysis was that Mac remained humble when they launched the campaign showing PC's shortfalls. However, I would have to disagree. The fact that they based their entire campaign on their competitor, highlighting their faults to me is not humble, but very shrewd. It was a tactic that proved to be successful and humorous, and I applaude them for that, but "humble" would not have been the word I would have used to describe this campaign. They repeatedly showed PC in a bad light and although they tried to do so in a light-hearted way, I found it to be a more cut-throat than they were leading on to be.
Nonetheless, excellent job. You had my attention the entire time!
Best,
Danielle
This presentation brought to light and confirmed just how freaky it is that we all say the same things when we talk about a mac or how oddly loyal we are to a computer.
I absolutely love the personification and of the brand and I don't think I would have been able to really catch that if it hadn't been for this presentation. I definitely call myself a mac person, but I had no idea that the characters in the commercial were supposed to play Steve Jobs and Bill Gates. I also had no idea that once Mac came out with the iPod, computer sales suffered.
This was a very relevant and timely presentation! Also, I LOVE quirky skits...Bravo!
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