How an Architecture Website Got Featured in the iPhone 5 Launch Video

[MacRumors]

Architecture website Dezeen was prominently featured in the iPhone 5 promotional video revealed yesterday, and today the site has posted a brief behind-the-scenes look at how the collaboration came to fruition.

The site is featured in the video starting around the 1:16 mark, with the iPhone 5 user opening an email with a link to the website. He clicks the link, views the site, navigates to Safari's bookmarks list and then opens another page. The page is viewed during a section of the video discussing how LTE technology provides for "really fast downloads over your cellular network."

Apple contacted Dezeen earlier this year asking us to create a bespoke version of our home page and an editorial page for a possible future marketing campaign. Apple specified that both had to be free of external advertisements and social media buttons, but they did not give any details of how the pages might be used.

The pages [were] created for us by our long-term collaborators Zerofee. Besides the iPhone versions of Dezeen, we also created billboard-sized pages that may, or may not, appear in Apple Stores and outdoor advertising hoardings as part of the marketing push for the iPhone 5.

Given how secretive Apple tends to be with its marketing materials, it remains to be seen if this disclosure by Dezeen will impact Apple's marketing strategy going forward.

Article Link: How an Architecture Website Got Featured in the iPhone 5 Launch Video

 

[Eduardo1971]

Yeah, I guess they shouldn't expect to work with Apple in the future.

"Loose lips..."

 

[matrix07]

So NYT is out of favor now.

 

[Battlefield Fan]

Given how secretive Apple tends to be with its marketing materials, it remains to be seen if this disclosure by Dezeen will impact Apple's marketing strategy going forward.

Idiots.

 

[abhishake]

Free marketing's now gone. All of a sudden the website disappears.

Wait, I've seen this before... What happened to killing Big Brother?

 

[twiggy0]

Very secretive...

 

[imaswitcheryeah]

Site seems to be down at the moment. Here's Google's cache of the page:

http://webcache.googleusercontent.c...12/dezeen-features-in-apples-iphone-5-launch/

 

[Lapidus]

That's good advertising. If their website could handle the amount of visitors right now..

 

[nagromme]

This doesn’t seem like any great trade secret: they’re telling the tale AFTER the iPhone 5 and marketing materials were already released.

 

[iGav]

Oh no. I do hope Dezeen isn't going to suffer the same cretinous-influx that has afflicted Apple websites over the last few years.

 

[invisiblea]

Hello

Sorry the site went down, I wasn't expecting you...

No comment about the story, I just keep the servers ticking over.

Site went down because we posted a new story as the traffic spike hit. Homepage cache expired, DB server exploded, pingdom alerts went off,

All back now.

Here's a graph of what the DB server was doing
https://skitch.com/alexwybraniec/eumad/alexw-alexw-dezeendb1-ssh-136x33
when the site died.

 

[pandamonia]

So Apple wanted a website made to look better than it normally would on the browser! Classic.

 

[Old Muley]

Eddie Deezen?

 

[John.B]

So NYT is out of favor now.

The NYT is the new Gizmodo.

 

[Marcus-k]

So Apple uses fake custom made websites in ads... Great.

 

[John.B]

So Apple wanted a website made to look better than it normally would on the browser! Classic.

I wish more websites were scrubbed of cruft like social media links.

 

[pandamonia]

I wish more websites were scrubbed of cruft like social media links.

I think you will find that it has more to do with misleading consumers to think that all webpages look as neat as that on an iPhone.

 

[Undecided]

Given how secretive Apple tends to be with its marketing materials, it remains to be seen if this disclosure by Dezeen will impact Apple's marketing strategy going forward.

In other news, the architect behind the new headquarters building was suddenly fired.

 

[Small White Car]

This doesn’t seem like any great trade secret: they’re telling the tale AFTER the iPhone 5 and marketing materials were already released.

Yeah, I see nothing here that should make Apple mad.

To hear MR posters tell it you'd think that Apple instantly kills everyone they do business with.

I'm fairly certain that's not the case.

 

[Eidorian]

Sorry the site went down, I wasn't expecting you...

No comment about the story, I just keep the servers ticking over.

Site went down because we posted a new story as the traffic spike hit. Homepage cache expired, DB server exploded, pingdom alerts went off,

All back now.

Here's a graph of what the DB server was doing
https://skitch.com/alexwybraniec/eumad/alexw-alexw-dezeendb1-ssh-136x33
when the site died.

Oh god, those load numbers.

 

[I WAS the one]

no more functional link. Apple just called them already LOL

no seriously the link is dead now.

 

[kalsta]

Given how secretive Apple tends to be with its marketing materials, it remains to be seen if this disclosure by Dezeen will impact Apple's marketing strategy going forward.

This was a nice little general-interest story until that last line. Everything has to have some controversy! Apple have just endured months of leaking—photos of their flagship product strewn around the web before launch time. But yeah, I'm sure they're all terribly upset that this company revealed, AFTER the event, how they created a web page for the promo video. Come on guys… it's laughable!

 

[I WAS the one]

by the way... Do you guys really think that webpages and emails and twitter timelines are real in Apple ads? you must be crazy!

 

[writingdevil]

I think you will find that it has more to do with misleading consumers to think that all webpages look as neat as that on an iPhone.

It's funny how this reaction seems to imply "misleading" since the purpose of the promo was not about Dezeen at all, not about the home page for Dezeen nor about the iPhone is able to somehow banish garbage...it was an image used during reference to LTE. You would be hard pressed to find ANY ad, billboard, magazine ad, online ad, TV ad, delicious donut ads in those fat factory windows that doesn't craft every object in the frame of every media asset.

This has no bearing at all in the images Nokia used in showing their camera. In that case they were telling you...this is the ad you get from our camera, which it wasn't.

Apple is talking about LTE and chose images to display various cultures/businesses.

This response is, of course, wasted if the mentality is "I don't like Apple and I'm going to take something to try to make it fit my dislike." Certainly anyone's right to say what they want, just completely out of context. I'm sure there are a lot of other areas one could attack, and some tech sites wallow in that waste of "thinking", if it could be called that.

 

[pandamonia]

It's funny how this reaction seems to imply "misleading" since the purpose of the promo was not about Dezeen at all, not about the home page for Dezeen nor about the iPhone is able to somehow banish garbage...it was an image used during reference to LTE. You would be hard pressed to find ANY ad, billboard, magazine ad, online ad, TV ad, delicious donut ads in those fat factory windows that doesn't craft every object in the frame of every media asset.

This has no bearing at all in the images Nokia used in showing their camera. In that case they were telling you...this is the ad you get from our camera, which it wasn't.

Apple is talking about LTE and chose images to display various cultures/businesses.

This response is, of course, wasted if the mentality is "I don't like Apple and I'm going to take something to try to make it fit my dislike." Certainly anyone's right to say what they want, just completely out of context. I'm sure there are a lot of other areas one could attack, and some tech sites wallow in that waste of "thinking", if it could be called that.

Its a highly misleading portrayal of web browsing on 4G on the iPhone. Apple has designed it to look better than it will be. Just like how great siri is on the adverts and yet in real life it sux balls.

The UK Advertising watchdog has smacked down Apple a number of times but in the USA you can claim what ever you want without issue.