POST DIGITAL

ON: Apple's iPhone 4G

While all those yakamos (you know who you are) were touching themselves and their iPads last week, I was enthralled by Gray Powell, a 27 year old software engineer who left his iPhone at a bar called Gourmet Haus Staudt, in Redwood City, California.  This wasn't just any iPhone.  It was a cleverly disguised iPhone 4G test phone.  A man in the bar found it and attempted to return it to Apple headquarters. Evidently no one there believed him.  Weeks later, Gizmodo got their hands on it for $5,000.00 cash.

Was this a leak or simply a drunken mistake?
I don't think it was leak. While many amateur PR people have tried this stunt before, I don't believe Apple's PR machine would jeopardize sales of the current model by leaking something too early.  What do you think?

Gizmodo has tracked the entire saga here:

• All the details about the next iPhone including a dissection
• How Apple conceals prototype iPhones
• How Apple lost the next iPhone
• How Apple missed chances to get the device back
• Conspiracy theorists: Why Apple didn't leak the iPhone to us
• Why it's not about the iPhone
• And finally, how Apple asked to get their phone back

Mashable Coverage:

• Leaked Next Generation iPhone Footage Goes Viral: Will It Boost Sales? [POLL]
• This Might Actually Be the iPhone 4G [PICS]
• iPhone HD: The Next Generation iPhone? [RUMOR]

UPDATE: Jon Stewart stands up for Gizmodo, calls Apple ‘Appholes’

The Daily Show With Jon Stewart	Mon - Thurs 11p / 10c
Appholes
www.thedailyshow.com
Daily Show Full Episodes Political Humor Tea Party

ON: Nike's Grid

It starts with 40 postcodes across London each with a ‘Grid’ phone box. Participants play for their postcodes by running between boxes, dialing in at each location code and score points that earn badges (for speed, endurance and stamina).  This is experience planning at it's best.

ON: Direct Response Video

Last week I sat on a panel at a digi-day conference on video.  Our topic was DRTV in the digital space.  

For those of you digi-rati that don't do TV, DRTV stands for Direct Response Television. In general awareness advertising, the spot usually gets your attention and answers "Why this product?".  A DRTV spot answers "Why this product right now?".  DRTV comes in a few flavors. It can be anywhere from 30 seconds to 5 minutes long.  Most DRTV spots ask for the sale, give you a reasonable offer and then flash up a toll free number to redeem the offer.  It is a very effective way to sell products via television.

If you were born in the digital space, like me, the thought of a DRTV spot online seems like an epic waste of media space.  As a matter of fact it is an improper use of the digital medium.

This line of thought lead me to sit and draw up how I would take the power of video and combine digital direct response and social media.   Here is a prototype of a portable direct response video player.

 

A "how-to" or demonstration video may be a great way to show HOW your product or service can benefit the consumer.  This would work much better than the 15 & 30 second awareness pre-roll. You could also tie consumer comments and or ratings to the video.  The entire ad module could be shared in social networks.

Within the video player you could put in 3D imagery with a written description along with a full up shopping cart.

The consumer could complete the entire purchase process in the video unit by using overlapping modal windows.

A click to chat feature would let a customer service rep help you or even connect you to others who are using the product now.

The Big Idea Still Counts
As a true believer in the big insightful idea, I am especially keen on tailoring the message to the medium. You would not dare put a banner ad on TV. Why would you throw your 30 second ad on the web and then never ask for the click or the sale? 

No matter what your big advertising idea is, you must customize it to the medium for the best results.