Apple has a rich history of cutting-edge technological innovations. When iPhone was introduced in 2007, the tech was so new and fascinating people did not care about the quality. But as time passed, the iPhone camera started getting a lot of slack for sub-par quality.
Enter the #ShotOniPhone campaign. With the introduction iPhone 6 in 2014, Apple planned to win back the trust of its fan base. To demonstrate how capable the new iPhone’s camera was, Apple used real-world images and movies captured by iPhone users to promote the device. Both professional photographers and regular iPhone owners contribute their high-quality photos to the campaign by sharing them on various social media platforms.
iPhone users were encouraged to post their best pictures on social media platforms like Instagram and Twitter. All they had to do was add the #ShotOniPhone hashtag, and they could share a piece of themselves or their culture with the rest of the world. A selected few numbers would be chosen to appear online, in Apple’s retail shops, and on billboards. Apple then took it a step further and developed several advertising campaigns that were shot entirely on the iPhone. Apple highlights the camera’s adaptability and capability by using iPhones to film its advertisements. The campaign includes everything from breathtaking images of nature to films that were thoughtfully and inspirationally made exclusively on iPhones. The campaign has not only generated a tonne of UGC, but it has also received numerous honours and accolades.
Living in the 21st century, where everything is consumed by capitalism, we can infer that Apple is an intelligent mega-corporation. This campaign majorly helps sell the new iPhone. Still, I feel this campaign, in particular, allows the creator as well. The creator gets a fair amount of recognition for their work which they probably would not be able to without this marketing strategy by Apple.
Since this campaign stimulates innovation, collaboration, and exchange, it opens up new markets, opportunities, and growth for the entrepreneurial spirit. This falls under the classic fundamentals of digital optimism, as stated by D. Freedman.
Through the example of the campaign mentioned above, we can conclude that the new marketing revolution has completely changed the idea of selling a product. People are the products as well as the consumers. This must not make sense to you right now but stick with me.
Social media has a lot of influence on people. Influencers are new celebrities. This is what apple takes advantage of. They use these influencers to kick-start their campaigns. Influencers posting a picture with the #ShotOniPhone has a specific impact on the people who look up to them. This, in turn, urges them to be a part of this movement and drive the sale of iPhones. And when millions of people join in, this becomes a trend. All of this brings me back to my point of people being the product. In this case, influencers, who are the products, start this bandwagon, and regular people (consumers, in this case) jump on it.
So who benefits from this the most? Apple, without a doubt. But influencers, initial creators of the UGC, also prosper from this, as this gains them a lot of traction. This does not mean that consumers are just leftovers in this situation. They do profit the least out of the lot. Still, they are encouraged to be a part of this campaign, and who knows what if this content creation turns out to be a catalyst in one of them being the next big influencer.
User-generated content (UGC) is a tool that Apple uses to turn regular iPhone users into unofficial brand ambassadors. Apple defies the rules because it knows that modern advertising typically takes place in a bubble. Apple gives its users a chance to express themselves through the use of an iPhone.