With the introduction of Web 2.0 in the 00’s, websites started to realise that they could become more of a service to consumers, and thus came e-commerce businesses. Christina Spurgeon wrote in her book ‘Advertising And New Media’, ’where web 1.0 firms view the internet as a platform for publishing and selling, Web 2.0 firms, such as Amazon and Google, use it as a services interface.’ she also added that ‘they understand the primary importance of developing web services to facilitate advertiser and consumer participation and interaction.’ There has been a massive increase in online services in the last decade, with services such as Netflix etc. Music streaming has become a massive industry also, with sites like Spotify and Tidal becoming increasingly popular. Apple have their own music streaming service, Apple Music, which allows users to access all music they could think of for a monthly subscription fee. Apple have created a lot of brilliant advertising for their music streaming service, in order to place them in front of other competitors. They created an ad campaign with Taylor Swift in 2015, where she was on treadmill singing badly to a Drake song. The Advert was viewed over 20 million times on YouTube (Taylor vs Treadmill, uploaded by Beats1 Radio) and caused Drake to be sent to number one in the charts. In 2017, history repeated itself when Drake did and advert with Apple Music listening to a Taylor Swift song. The two adverts show Apple’s satirical humour and the fact that it doesn’t take itself too seriously, but that they’re big enough to get extremely current and famous musicians to be in their adverts. They also ran a series of adverts showcasing some of the musicians that they have available to listen to, they created cinematic black and white adverts of people like James Bay, playing the piano and singing his song exclusively for the ad. This showcase of the music showed that Apple was serious about the service they provide, and the quality of what they had to offer.
No comments:
Post a Comment