TBWA\C\D Gets Shot At iTunes

[MacBytes]

Category: News and Press Releases
Link: TBWA\\C\\D Gets Shot At iTunes (http://www.macbytes.com/link.php?sid=20040728111658)
Posted on MacBytes.com (http://www.macbytes.com)

Approved by Mudbug

[the_mole1314]

Woah, woah, woah. We are going to see ANOTHER Pepsi iTunes promotion? WITH CHIAT DAY!!!!! FINALLY!

[Laslo Panaflex]

Chiat Day? Is that the agency that came up with the 1984 add? Has Apple been using them since then?

Anyway, more promotions are good, but can they give away free songs again? That seems kind of repetative and non-original to me.

[Freg3000]

Another Pepsi-iTunes Promotion in 2005? That is the big story here. The fact that Chiat is creating the ad is better, but that is not why I am excited...Come next Februrary......:)

So this is pretty much a go, right? Maybe Apple turned to Pepsi again after losing McDonalds?

[FosterKanig]

Chiat Day? Is that the agency that came up with the 1984 add? Has Apple been using them since then?

Anyway, more promotions are good, but can they give away free songs again? That seems kind of repetative and non-original to me.


The Monopoly promotion at McDonlads was always a huge hit. And that was yearly or so.

Not sure if they are doing it anymore because of the cheating thing.

[Mudbug]

Chiat Day? Is that the agency that came up with the 1984 add? Has Apple been using them since then?

Anyway, more promotions are good, but can they give away free songs again? That seems kind of repetative and non-original to me.

you could say that they've been in-cahoots for quite a while now. TBWA/Chiat/Day is responsible for the iPod silhouette campaign currently running, and pretty much every other memorable Apple campaign.

And as for it being repetitive and unoriginal - maybe Pepsi just decided to hold onto the bottles they didn't bother distributing the first time - so it really shouldn't cost anyone anything. ;)

I never saw a single bottle. Not 1.

[micvog]

I never saw a single bottle. Not 1.

Same here. The problem with the promo IMO wasn't the ad (although I guess it could have been better and more heavily promoted by Pepsi), but Pepsi's supply chain management. I will get excited when Pepsi announces that UPS will be handling distribution for them... ;)

[mainstreetmark]

Category: News and Press Releases
Link: TBWA\\C\\D Gets Shot At iTunes
Posted on MacBytes.com

Approved by Mudbug


When will you guys put stripslashes() into your automatic make-a-forum-thread script?

http://us2.php.net/manual/en/function.stripslashes.php

[_iCeb0x_]

When will you guys put stripslashes() into your automatic make-a-forum-thread script?

http://us2.php.net/manual/en/function.stripslashes.php


This one would have hurt if it was on me... :eek:

[denm316]

this is cool and all, but when it failed the first time it had nothing to really do with advertising, it had to do with Pepsi screwing up the supply of bottle caps, so I dont think the advertising really had much to do with it.

Maybe they will mix it up too, like free songs and a certain amount of free iPods or something. Maybe even the occasional 5 song winning bottle cap.

[applekid]

Yes, they should give better prizes away with the songs. Like an iPod, iPod Mini, a few multiple-song winners, etc. That'd be nice. Perhaps even keep the 1 in 3 chances of winning?

Here's an idea, you take your code, enter it, and for random ones, the screen will say you're a winner of <insert prize name here> (iPod, iPod Mini, etc.). Plus, you get your free song anyway! Fun, ey?

Even though, I'd like to see them give away a few iBooks and PowerBooks. :D

Hopefully they have something more successful than a 5 million out of 100 million songs redeemed this time around.

[SilentPanda]

I want to see codes that win other things besides just a single tunes. 5 tunes, 10 tunes, 50 tunes, 100 tunes, maybe some iPods, a Powerbook, a dual G5 and two 30 inchers... that sort of stuff.

When I bought my last Big Mac and got a Sony Connect code I threw it away without a second thought... well... I guess I did have a second thought because I thought, "This is what it feels like to throw an iTunes Pepsi Cap away I guess"...

[Wonder Boy]

whatever they do, it cant be worse then the original one.

[SilentPanda]

Here's an idea, you take your code, enter it, and for random ones, the screen will say you're a winner of <insert prize name here> (iPod, iPod Mini, etc.). Plus, you get your free song anyway! Fun, ey?

Somehow I think I'd deal with it if I didn't get the free song still... :D

[Chaszmyr]

Thank God. Apple should have been responsible for overseeing the first ad too.

[gwuMACaddict]

i liked the original ad, thought it was funny... hoping this one will be good too

[Engagebot]

I think Pepsi is just the wrong product to go with. We already know that Pepsi's distribution system is too spotty and slow for this type of thing. Why try Pepsi again? If you're stuck on the drink thing, why not try Coca-Cola? They have different bottles/cans out there every week it seems like.


I'm just saying it didn't work the first time. The smart thing would be to CHANGE whatever made it not work, and in this case, thats Pepsi.

[MacGoog]

Why?? The last promotion was a flop. I no longer will purchase Pepsi products. The yellow caps are just now (July) showing up on the store shelves. Apple has yet to figure why only 20 million out of 100 million were redeemed. Any one know how to get this little information to Steve? How about a 100 dollar discount on the computers instead.

[Corozive]

it would be great if apple also did the pepsi thing in Europe no that we have a music store.
sony are running the McDonlads promotion here so why not apple?

[cslewis]

Free iTunes songs are always a good thing. :D

[scottwat]

It's pretty obvious the only way this will work:
1. People actually able to see the bottles, fix the supply line and you will have a great promotion. No matter what.
2. Alittle high dollar drive, everyonce in awhile an ipod would be nice, alot of people would buy just for the chance to win an ipod. Or computers, or ipod mini's, or .... Doesn't matter, just break up the monotony of I win or didn't win. Maybe even multiple song winners. Congratulations you won 5 songs from itunes. But I like the idea of not knowing till you enter the code. Also if I remember right seeing 2 liter bottles with 2 codes on them last year. This was cool.
3. MOUNTAIN DEW!!!! Who the f**k drinks pepsi anyways?
4. Last but not least some good advertisement. The ads this year were great, no complaints but you gotta get the word out somehow.
And that is how you make a successful cross company marriage!!!

[JackRipper]

Yay! More chances for me to give away codes!

[FriarTuck]

Diet Pepsi + Free iTunes songs = :D

[SiliconAddict]

Yah. Maybe this time they can sell 10 million of the 100 million songs. :rolleyes:




The todo list from Pepsi:

1. Have actual advertisements on TV! LOL I can't tell you how many of those bloody McDonald's/Sony Tunes commercials I saw on TV over the last few months. The dang song is embedded in my skull because of it.

2. Maybe actually get better distribution of the bottles. Mmm K?

[Tulse]

Apple has yet to figure why only 20 million out of 100 million were redeemed.I've read that the redemption was only 5 million.

I am surprised that Steve is giving Pepsi another chance -- he's not usually one to forgive poor performance. Then again, Pepsi is huge, and a promotion done right with them could be very successful.

[mikeyredk]

round 2 of the bottle tilters :D . I hope they don't change the location of the code

[puckhead193]

Good because the first commerical sucked!

[sinisterdesign]

i'm glad to see that we're going to have another BIG promo. being from atlanta, i would have preferred it w/ Coke, but whatever.

also glad to see TBWA/Chiat/Day in the mix this time. the last commercial was good, but it was by no stretch great. which is more memorable: "I Fought the Law" OR "She Comes in Colors - iMac"?

does anyone know if they did the iTunes ad w/ the guy in the theater auditioning all the musicians for his playlist? great ad. i mean, Barry White AND Liz Phair? c'mon...

also, vaguely on topic, when is Apple going to announce a price drop on the mini??? i'm not in the market for one, but $249 - 4GB and $299 for 20GB??!? i guess as long as people are tripping over each other to buy one, there's not much incentive.

[Freg3000]

Why??The yellow caps are just now (July) showing up on the store shelves.

They also are using yellow caps for their Billion Dollar Giveway, so those may be what you're seeing. It is hard to believe that bottles from February are just showing up now.....if it's true, that is truly ridiculous.

[hughdogg]

Posing a question to the group...

Maybe they are not going to just repeat last years promo...let's think about it, something new and different. What's new (or will be new) from last years Superbowl, and the 2005 version.

Mini
Motorola
International


Hmmm....Let's be creative,

Cheers,
hughdogg

[Mudbug]

Posing a question to the group...

Maybe they are not going to just repeat last years promo...let's think about it, something new and different. What's new (or will be new) from last years Superbowl, and the 2005 version.

Mini
Motorola
International


Hmmm....Let's be creative,

Cheers,
hughdogg

I hate to think negative about this, because any advertising for Apple is a good thing, even when it sucks. BUT. The Pepsi 100 million promo the last time around fell flat due to Pepsi's lack of good distribution timing - the though of them trying this on an international scale in the short period of time they tried before seems somewhat ludicrous. The game would be over by a matter of months before the caps ever showed on the other side of the pond.

[ifjake]

yeah i never saw one of those bottles in the stores. which is weird. so there were what 100 million free songs at a chance of what one in three should be what 300 million yellow capped bottles of which i saw not one. yeah i think pepsi distributors kinda dropped the ball on that one. i second the iPod add on. that would definately get more people going for it. and even if can't manage to get one of what 100, 500 iPods, you'll still get some free songs out of it. what.

[MacSlut]

BBDO used to be the ad agency for Apple. I thought they did a great job back then, and the "I fought the law" ads were pretty good overall. The promotion wasn't much of a success mostly because of supply/distribution problems as well as the length of the campaign.

Hopefully these things will be ironed out next year, but even still this year's promotion *did* have an impact and would be worth repeating for Apple and Pepsi even if they didn't come anywhere near the total potential success again.

[JGowan]

... but can they give away free songs again? That seems kind of repetative and non-original to me. Well, IF PEOPLE CAN ACTUALLY PLAY this time around, it might be original to them. Many parts of the country so no yellow caps.

[Awimoway]

Big freakin' deal. Pepsi has demonstrated a complete lack of control over regional distributors' promotions. All this means is there will be a bunch of stories on MacRumors and meaningless hype elsewhere about a promotion I'll never see evidence of. My eyes are rolling right outta my sockets. :rolleyes:

[TomSmithMacEd]

I'm just happy that I'll be able to get free songs from my friends again. ( I don't drink pop)

I do think they should do it on Moutain Dew too, that would be a lot bigger. And the whole idea of typing in the the code on iTMS to see if you win would be brilliant. I know many of the kids I know don't carea bout the promotion, because they get free songs all the time from kazaa.

[wPod]

woo hoo!!! i cant wait for more free music!!! strap a free itunes download on anything and i will probably buy it!!!

[applebum]

I've read that the redemption was only 5 million.

I am surprised that Steve is giving Pepsi another chance -- he's not usually one to forgive poor performance. Then again, Pepsi is huge, and a promotion done right with them could be very successful.

Even if it was only 5 million, that is $5 million spent at the ITMS by Pepsi. The ads were done by Pepsi (meaning paid for by Pepsi as well). A whole bunch of people (obviously not 5 million as I got 20+ songs myself) got free music and probably bought other songs as well. Where is the downside for Apple?

[JoePike]

I guess whatever they come up with, they can't do much worse than 5% of the possible free tunes claimed. Plus, now iTunes for Windows has been out long enough to get settled into the heathen world of soulless iPod owners who deface the beauty of the product by plugging it into a Wintel box.

I think the fundamental flaw is the target market.....if they want to boost that free-tunes-claimed number, they ought to be shooting for the Mac users who have brains, and therefore drink COKE. :D

Switching agencies is a good idea too, I believe. The folks at pepsi seem to rely very, very heavily on celebrity influence to pedal their sugar water. Britney shaking her groove thing (not all bad), Bob Dole petting his "dog", Jacko lighting his hair on fire, the busted pirate-children, and a Green Day punk cover of "I fought the law". The agencies that our friends at Apple have chosen over the years have relied on imagery more than people, which I believe to be a more effective way of marketing. Ads like the iPod silhouettes on color or the 1984 Mac ads invoke emotion, which gives the product life and meaning. Certainly they can come up with some kind of an intriguing concept to make people really WANT to redeem their little yellow caps.

I just wonder if they'll stick with the 100 million this time around, or scale it back after seeing the lukewarm response last time.

[TWinbrook46636]

It wasn't just a distribution problem. The bottle sizes they chose for the promotion were stupid. They were not the type that were stocked on the shelves of the soda aisle at the supermarket. They would go unnoticed unless you were specifically looking for them. They could only be found in a glass case at checkout and who wants to buy a small single serving bottle for $1.20 when you can get a big 2 liter bottle in the soda aise for ¢79? Take a look at Coke's promotion with the winning cans that have a GPS locater inside. These 24-packs of cans can be found where? In the soda aisle where people go to buy their soda evey time they go shopping.

If they are smart, they will stamp the number under select 2 liter bottles as well as cans inside 24-packs. Both of these are bought in large quantities by moms and dads shopping for their kids.

[Swift]

I'm in those Western United States. I bought three or four bottles as soon as I saw them, which was in the LAST TWO WEEKS of eligibility. Before then, not a single iTunes bottle out here. I won two tunes, but come on!

[Doctor Q]

I still have some leftover winning caps that I got after the last promotion ended. Maybe they will reactivate those previous unreclaimed codes, since the yellow-cap iTunes bottles didn't show up here for a least a month after the last promo? Naw, I guess that wouldn't make good business sense. They want me to buy more Pepsis. As pointed out above, they were available only on the overpriced sizes.

[Elan0204]

Apart from the distribution of the bottles, I think another problem was the choice to put the special bottle caps on the 20oz bottles instead of the 24oz bottles. At least around here, the 20oz bottles are only sold singly in the refrigerators near the checkout lines in the grocery store. Each bottles sells for $1.29, and I'd say very few people buy them. The six-packs of bottles, on the other hand, use the 24oz bottles, and these always fly off the shelves (at least when on sale). I know that if the 24oz bottles had been used I would have gotten a lot more free songs, and I bet a lot of other people would have too.

edit: Looks like TWinbrook46636 beat me to the same point.

[TWinbrook46636]

Apart from the distribution of the bottles, I think another problem was the choice to put the special bottle caps on the 20oz bottles instead of the 24oz bottles. At least around here, the 20oz bottles are only sold singly in the refrigerators near the checkout lines in the grocery store. Each bottles sells for $1.29, and I'd say very few people buy them. The six-packs of bottles, on the other hand, use the 24oz bottles, and these always fly off the shelves (at least when on sale). I know that if the 24oz bottles had been used I would have gotten a lot more free songs, and I bet a lot of other people would have too.

edit: Looks like TWinbrook46636 beat me to the same point.

Exactly. Even if they had terrific stock the 20oz bottles they would still be a waste of money and generally go unnoticed. Use the 6-packs of 24oz bottles or the 2 liter bottles and 24-packs of cans. These are all huge sellers.

[vikolaf]

Come on Steve, do something for us poor Europeans. We never get anything from Apple or anybody else for that matter. I'm almost thinking about moving to North Dakota ;)
I got a few songs though because I was in the US in Jan and Feb.

[210]

I think the Pepsi/iTunes promotion will be more successful next year as more people know about iTunes/iPod. I also think that you should enter the codes on iTunes to know whether you have won or not as it stops cheating and encourages more people to use iTunes and maybe browse around the store. The bottles which had the promotion were badly labelled as only a tiny bit of the label showed the promotion.

Other products as well as free tunes should be given away as well (as several people have mentioned already) but these are harder to come by per bottle.

As the iTunes Music Store is available in other countries as well now, it should be brought over to those countries as well. MyCokeMusic did the same kind of deal in the U.K. (but it was 1 in 10 chances).

Also, as there was a problem with distribution of these iTunes Pepsi bottles, why not just extend the time of the promotion? Hell, make it a year until expiration!

[slash8slash1]

also glad to see TBWA/Chiat/Day in the mix this time. the last commercial was good, but it was by no stretch great. which is more memorable: "I Fought the Law" OR "She Comes in Colors - iMac"?

does anyone know if they did the iTunes ad w/ the guy in the theater auditioning all the musicians for his playlist? great ad. i mean, Barry White AND Liz Phair? c'mon...


Chiat has done every single Apple commercial since Jobs return(starting with 'Think different.'), and of course '1984' and 'Lemmings' back in the early 80s. I think hiring Chiat again must have been one of the very first things Steve did as iCEO.
I think the "Barry White theater ad" would have done extremely well for the Super Bowl :cool:

[virividox]

i think first of all they need to get more media coverage and distribute the bottles more and maybe send some to europe!!!

[reyesmac]

Why don't they just offer a lottery system for a month at the iTMS? Every 3rd music purchase will receive a free download of their choice and every 100th purchaser will receive an album of their choice. They probably won't give away 20 million even but it would generate more traffic and more sales for sure. Why let pepsi make all the money? They stink at these contests.

[cornfedgrowth]

Hey, i know that having the codes prevents cheating, but i'd be much more excited about actually buying my pepsi, taking off the cap and seeing "YOU WON A FREE SONG" That way, i dont have to carry around a whole ton of caps until i get the chance to stick every code in and see that only some of them were free songs. Id much rather just know what i won.

I also agree with giving away more stuff. who couldn't use a free ipod?

-alex

[Freg3000]

Hey, i know that having the codes prevents cheating, but i'd be much more excited about actually buying my pepsi, taking off the cap and seeing "YOU WON A FREE SONG" That way, i dont have to carry around a whole ton of caps until i get the chance to stick every code in and see that only some of them were free songs. Id much rather just know what i won.

I also agree with giving away more stuff. who couldn't use a free ipod?

-alex

Did you even take part in the promotion this past Spring? If a cap was a loser, it would say the standard, "Please play again" and if it were a winner, it said, "One Free Song" with the alphanumeric code listed on the cap too. You knew instantly..... :rolleyes:

[heartsparke]

The current iPod/Pepsi promo in Australia is pretty cool. There's a code on the back of the label, you SMS it to whatever phone number and one iPod is given away every hour for 6 or 8 weeks.

I know a lot of people - self included - who have specifically bought Pepsi for this promo. Their marketing was fairly simple, not exactly a bombardment campaign, but nevertheless effective.

This could, of course, be old hat in the US, I don't know. Australia is yet to experience the joy of iTMS - we're always left a little bit behind in the Apple world.

[cheekyspanky]

Apple will never do a promotion with Coca Cola due to mycokemusic.com!

Mountain Dew? Does that really sell more than Pepsi? They don't sell it in the UK - what's it like?

And have this promo in the UK, France and Germany too, Coke has already let us claim songs via them, and Naspter is hooking up with lots of companies to give away songs..Apple - hurry up and sort out something for us!

Seriously, if I could use the Cram and Jam deal here I would already have spent my £££ on it, but as it is I've delayed my purchase and may not bother now at all and wait it out til updates or until a good PC offer comes up.

[mainstreetmark]

Apple will never do a promotion with Coca Cola due to mycokemusic.com!

Great point.


Mountain Dew? Does that really sell more than Pepsi? They don't sell it in the UK - what's it like?


They don't sell mountain dew there?? How do you guys write code? It's like Sprite with balls.

[jaison13]

i plan on doing better this time. they came late last year, i hope the bottles are in store sooner this year. i want to top 300 downloads but aquire fewer pounds and acne. lol

[Doctor Q]

i want to top 300 downloads but aquire fewer pounds and acne. lolDo what I do. Get your friends or coworkers to drink the stuff and then give you their caps! Of course, you have to have friends or coworkers who don't want them themselves. So start by changing jobs and getting new friends. :D

[starboard]

Sources said the reason for the switch to Omnicom Group's TBWA\C\D in Playa del Rey, Calif., was that Apple Computer CEO Steve Jobs (news - web sites) wanted the Apple agency to do the work so he could have more of a say in its creation.

maybe Steve should try to get more say in Pepsi's distribution. The last time the problem wasn't with the ad, although it was kinda blah. Most of the country didn't see the Pepsi bottle until the last week of the promo.

[feeze]

Hey maybe it might be a world wide campiagn that coincides with a world wide release of ITMS. That would be cool. :cool:

I do agree with other posters that giving away other prizes such such as ipods, computers or even free pepsi's would be much better.

Also they need to have a different colour cap than yellow, last thing Apple/Pepsi need is a repeat of the McDonalds Monoply scandal where retailers got lazy (and people cheated) and used the previous years containers, resulting in people falsely claimng the prizes.

[Inspector Lee]

Last year's "promo" also included 7-11. You could purchase a 32 oz fountain pop (and fill it with whatever you wanted), then take it home and make two vertical inch long cuts and roll back the lip to see if you were a winner. The cups lasted about three weeks and vanished. I asked the manager if he was getting more and he said he had no idea. I batted about .500 with these things. Although the iTunes/Pepsi advert adorned the fountain pop section for months, they never received any more cups. Also not sure how 7-11 got into the game - unless they are owned by Pepsi. Nonetheless, this facet of the game was cheat-proof and gave you the op to pick your poison.

Location = East Lansing, MI

[vpalvarez]

it would be great if apple also did the pepsi thing in Europe no that we have a music store.
sony are running the McDonlads promotion here so why not apple?
Good idea they could give away 100 million songs world wide and let the promotion last six months or so (that should take care of some supply problems)

[b-randomly]

also, vaguely on topic, when is Apple going to announce a price drop on the mini??? i'm not in the market for one, but $249 - 4GB and $299 for 20GB??!? i guess as long as people are tripping over each other to buy one, there's not much incentive.

I think the major reason for that difference is to slow down the sales of the iPod mini. Now that the iPod has a similar design and is more competitive, people will probably choose that over the mini, so they can now sell them overseas. Just my belief.

[Warbrain]

hey, the Pepsi promo was still a big success for Apple. many people came to the iTunes Music Store and they stayed. the same will most likely happen again. it was Pepsi who ****ed up and failed at it last time...

[JDOG_]

Mountain Dew? Does that really sell more than Pepsi? They don't sell it in the UK - what's it like?


It's the nectar of the gods my friend. It's a nice low-carbonation soda that's sort of like sprite, lilt and heaven mixed into one. Well, it's kind of hard to explain what it tastes like with the limitations of soda in the UK. I went nuts when I lived over there and didn't see it around. They've got it in Prague though :)


Regarding the topic: It might help if the promotion went a bit longer and they included it in more venues like 7-11 splurpees and got supermarket kiosk stands (a la Beer)...and please no more of that girl who talks!

[Phat_Pat]

I dunno bout u but another chance at Pepsi couldnt hurt...... me. Heck half my bought songs are from that promotion..

I think they should put the things on and all the other pepsi drinks.. (aquafina, sprite, ect)

Just a thought

[Freg3000]

It's the nectar of the gods my friend. It's a nice low-carbonation soda that's sort of like sprite, lilt and heaven mixed into one.

To each his own I suppose. I hate Mountain Dew. ;)

[Chip NoVaMac]

This good news. Maybe the promo will get better reception than those on this forum and others that looked for ways to better the "average".

[mainemike]

I think Pepsi is just the wrong product to go with. We already know that Pepsi's distribution system is too spotty and slow for this type of thing. Why try Pepsi again?.

Distribution obstacles notwithstanding, I think Pepsi is a very good company to work with on a promotion like this. Perhaps they can learn from past mistakes, making the next promo better than the previous one.

Also, let's not forget that even as recently as last February, the iTMS was a completely foreign concept for a lot of PC users. I'll never forget the scads of unused/unwanted yellow bottle caps at our local ski hill that February.
Most folks just didn't know about the promo. Perhaps that will be the case next year as well, but let's get the ball rolling, y'know? It has to start somewhere. Familiarity might breed interest.

Ebayers: rev up your engines. Come wintertime you'll be able to cash in once again with those $8 per 12 bottle cap schemes. And I'll be there to snap 'em up.

[Windowlicker]

They don't sell mountain dew there?? How do you guys write code? It's like Sprite with balls.

agreed.. though it should have a lot more bubbles.

but why isn't it available in UK?! is Tango really enough for you? ;)

[jmsait19]

Couple things...

Didn't see bottles here in Saint Louis until late in the game. There was a prior promotion with the Blues that ended March 31st. So mistake number one was doing that promotion at the same time as the iTunes bottles.

Because there were no bottles I relied on the 7-11 cups. Those were great.

Even if we did get bottles, I don't drink Pepsi or Diet. I'm a dew man. And I know tons of people the same way. I couldn't have brought myself to suffer through a pepsi for a song. So to not put them on Mountain Dew bottles would be a huge mistake they wouldn't want to make for a second time.

The ad wasn't bad. The timing was off. As i said promotions ending at different times in different places. They just need to plan ahead better and I'm sure apple knows this and is mentioning that to pepsi.

The promotion just needs to be more organized on Pepsi's side and distributed in more varieties of bottles. 2-litres, 12-packs. And definitely add it to the entire lineup of soda.

I think it has potential to be far more successful...

[joeboy_45101]

Even if it was only 5 million, that is $5 million spent at the ITMS by Pepsi. The ads were done by Pepsi (meaning paid for by Pepsi as well). A whole bunch of people (obviously not 5 million as I got 20+ songs myself) got free music and probably bought other songs as well. Where is the downside for Apple?

So I guess if Apple is going to handle the advertisement this time then NOBODY will see it. Why do they even bother making the commercials when they hardly ever show them. Apple needs to advertise the hell out of every product they make, and these commercials need to be awesome. "I Fought The Law" sucked, ugh. If that had been a commercial for Napster instead of iTunes then everybody on here would be trashing it.

An open plea to Apple, "You need to start making huge, compelling, theatrical commercials. Your products are totally worth the effort."

[garybUK]

I think apple should be nice to children and go with Delmonte Apple Juice ;) or Apple Tango...

I do hope that this is brought internationally.. although ive never heard or seen superbowl until apple mentioned it in the keynote earlier this year. Maybe they should do a iTunes / Lucozade deal during the olympics or something.. I wonder how many athletes train with ipods ??

[MacSA]

When are we going to see some rumours about Apple hardware amd computers, it's all iTunes. iTunes and iTunes.

[toughboy]

Category: News and Press Releases
Link: TBWA\\C\\D Gets Shot At iTunes (http://www.macbytes.com/link.php?sid=20040728111658)
Posted on MacBytes.com (http://www.macbytes.com)

Approved by Mudbug

I wish we could have these kinds of campaigns here in Europe too.. :(

[sinisterdesign]

To each his own I suppose. I hate Mountain Dew. ;)

whew, right there with you. it tastes like carbonated sweet syrup to me. kind of like that syurpy stuff you feed to hummingbirds, just not red...and in a bottle. i think you have to be a programmer to enjoy it. most every hard core programmer i've worked with had a bottle of mountain dew close at hand. one guy had a mountain dew, a candy bar & a cigarette for breakfast every morning. mmmmm. i think that's what the Olympic athletes eat while in training, too...

-back on topic-
between the fact that 1)i'm in atlanta, home of Coke 2)my entire building is stocked w/ Coke products 3)Pepsi seems to have hosed up the supply and 4) i really don't like Pepsi (see: #1, i was born here, it's in my genes), i didn't see one iTunes/Pepsi bottle last time around.

if we only had Pepsi in the building, i could clean up, there are about 4k employees in this complex, of which about 10% know what an iPod is.

[jared_kipe]

I didn't see a single bottle of the old Pepsi, but the people who I know who got some weren't even mac people.

[Chip NoVaMac]

It wasn't just a distribution problem. The bottle sizes they chose for the promotion were stupid. They were not the type that were stocked on the shelves of the soda aisle at the supermarket. They would go unnoticed unless you were specifically looking for them. They could only be found in a glass case at checkout and who wants to buy a small single serving bottle for $1.20 when you can get a big 2 liter bottle in the soda aise for ¢79? Take a look at Coke's promotion with the winning cans that have a GPS locater inside. These 24-packs of cans can be found where? In the soda aisle where people go to buy their soda evey time they go shopping.

If they are smart, they will stamp the number under select 2 liter bottles as well as cans inside 24-packs. Both of these are bought in large quantities by moms and dads shopping for their kids.

And if they were, they were absent!

Pepsi is to blame for the failure of the last promo. They chose what to support. They just did not want to pay out $100 million is song costs. Nice sound bite, but they did not want the liability.

Hopefully Apple will have better requirements on their end of the contract the next time.

[neoelectronaut]

All I'd like is for the pepsi with the yellow caps to be AVAILABLE IN MY AREA SO I COULD ACTUALLY GET A CHANCE TO WIN.