Whether you are an iPhone fanatic or an Android devotee you are probably familiar with the TV ads that have been running a lot as of late that poke fun at the ‘wait in line for the next iPhone’ crowd.
We’re not interested in starting a iOS v Android debate, however. What is interesting is how Samsung used Twitter to get the areas that they would go after regarding the new iPhone.
Huh? How did they do that, you ask? According to the Wall Street Journal.
The spot shows people talking about different features of the new iPhone as they wait in line for an Apple store to open. One of the customers says: “I heard that you have to have an adapter to use the dock on the new one.” Another young man chimes in: “Yeah, yeah but they make the coolest adapters.”
According to Samsung, those lines and other parts of the ad’s script were based on “hundreds of thousands” of Tweets complaining or poking fun of specific features of the iPhone 5 such as the need for an adapter if a person wants to use the phone with older speakers, chargers or other accessories in the house.
Whether you like Apple or Samsung or don’t care you have to give credit where credit is due. Taking a look at what actual people say (well, as actual as they get on Twitter) makes it more likely that you will strike a chord with other folks. After all if people are turning to friends and social signals rather than advertisers’ messages, why shouldn’t advertisers do the same?
The article continues and talks about the issues that can arise from this kind of research
Shoehorning data from social media into the creative process isn’t without its challenges. It requires compromise on the part of creative executives on Madison Avenue, who have long made decisions based largely on gut instinct. In the case of the Samsung ad, dialogue was being changed even while the spot was being filmed in Los Angeles, ad executives said.
“You have to be flexible and you have to check the egos at the door to make this work,” said James Townsend, group brand director at 72 & Sunny, Samsung’s ad agency, which helped devise the ad. “That means you have a piece of data that says you need to change a line so you have to embrace it, and that is not the way the business has worked.”
Advertising types checking egos at the door? If this technique is making that happen then we may just have another story to cover in another post!
Have you used Twitter or other social to tweak your messaging? Does it make sense to you?