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Jan 18 2010   2:13PM GMT

Save money and go viral (or “How to get the blogosphere to market your product better than you ever could have.”)

Ivy Wigmore Ivy Wigmore Profile: Ivy Wigmore

On the Digital Frontiers blog, Allan Long writes about the canny marketing behind the MacBook Air:

Jobs has a strong understanding of how the web has changed the game; he knew that blogs and journalists had endlessly speculated about the product he would reveal and Apple built up the anticipation even further with banners hinting at “something in the air”. Tech blogs created tags for the Air and anticipation continued to ratchet up – modern consumers were rabid for news about a product they actually had to wait for. Jobs’s keynote at Macworld was masterful. Using his informal style (he knew he was also speaking to nerds in their boxer shorts across the world) and a simple presentation that emphasized the visual wow factor of the Air’s design (what tech bloggers and their readers were most likely to drool over), Jobs nailed the big reveal. Having the Air be the last product in the last speech mirrored the secretive feel of the product and lathered up tech writers even more. Apple wanted people to know about their product – but by making it seem like they were trying to keep it secret they made it more enticing.

So did the product live up to the build-up?

The Air really did not live up to its hype, but its hype was groundbreaking in its magnitude. Google trends shows the Macbook Air never again came remotely close to the level of interest they manufactured around that keynote address.

The Whatis.com Word of the Day today is MacBook Air.

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