show vs. tell
| October 27, 2009
It’s pretty ironic that a brand like Apple who’s supposedly all about “discovery” keeps telling consumers about all the freakin’ iPhone apps out there. These seemingly ubiquitous full page ads in every major newspaper and magazine have grown increasingly tire(d)some.
Rather than being told, “there’s an app for that,” don’t you think it would be far more intriguing to get people discovering for themselves and asking the (rhetorical) question, “wow, there’s an app for that?”
FINALLY, I noticed a marketer doing just this – Miller Lite. Their current tv spots show a scene in a crowded bar and a guy holding up his Miller Lite Beer Time! app ordering beers without having to screen across the bar. Useful? Check. Clever? Check. Kinda cool to “discover” the app without being told? Finally.