Jumping on the UEFA Euro 2016 band wagon, Apple is leveraging the European football frenzy with a new ‘Shot on iPhone’ spot showing the beauty of the beautiful game.
Published the day after the tournament kicked-off, the new work promotes the video-shooting specs of the iPhone 6s (including features such as ‘slow motion’) through a montage of soccer shots taken by real iPhone users.
The beauty of football, as captured by fans and their iPhones and set to the sound of ‘Wings’ by Little Simz, is airing across European markets through June.
Comment
This isn’t a traditional Apple marketing tactic – as perhaps illustrated by the relatively paltry 160,000 YouTube views for the spot thus far.
Apple rarely signs up as an official sponsor to any sports events – although it did acts as a local partner of this year’s Super Bowl organising committee to leverage the 2016 big game taking place in its Silicon Valley home region.
But it looks like it is increasingly starting to ambush such events either through this kind of image-related tactic, or through a star-endorser approach as illustrated by its Beats By Dre sub-brand Euro 2016 guerrilla work (see case study).
The spot is part of Apple’s existing ‘Shot on iPhone’ campaign, which promotes the superiority of the iPhone camera over rivals mobiles (and which won an Outdoor Cannes Lions award last year).
The spot is part of a new wave of the Apple’s ongoing ‘Shot on iPhone’ campaign: one off a spatre of new iPhone 6s mobile-shot videos that also includes:
Links
Apple YouTube:
https://www.youtube.com/user/Apple
Apple Web:
Wings by Little Simz on Apple Music or download on iTunes:
