When the iconic Apple brand host an events or produce new product, it pushes other brands to think smarter, quicker and most importantly on the same unique level the Apple brand is on. If they want to generate media attention and boost their exposure, they simply have to play in the same field as Apple.
After 10 years of Apple’s partnership with RED -the organization that aims to combat Aids, an Aids free generation- it has supported HIV/AIDS programs that provide counseling, testing, and medicine that prevents the transmission of HIV from a mother to her unborn child through (PRODUCT)RED like, iPads, Beats’ products and iPhone cases. But throughout the 10 years Apple has never produced a RED iPhone until NOW!
The news of the advent iPhone 7 & 7 Plus RED has broken the internet. And brands in China has jumped on this special bandwagon to hijack the attention of the first week of the (PRODUCT)RED sale.
Brands like Durex, HP and Coca Cola to name a few created content that has an original angle that is specific to the brand and is also related closely enough to the news.
It’s not the first time that Durex newsjacked Apple product before, it posted on its’ official Weibo site receiving more than 21,000 shares, 7,000 likes and 6,000 comments mocking the AirPods in its latest ad. With the caption “Do not run away” and “Don’t let me go if you love me”, the ad is showing runaway AirPods-lookalike items which are trapped in Durex’s product.
“So red we’ve turned violet, you joined in so late,” rhymes HP.
“We got as many red apples as you want,” writes the food delivery app.
Every major news or big event is an opportunity on a silver platter for clever marketers to create a buzz to smartly present an engaging content to keep their fans and followers interested.