Vesta Digital Blog

Verizon’s iPhone 4 Advertising Strategy

Posted on: February 4, 2011

Verizon's iPhone 4 Advertising StrategyThere has been an incredible amount of buzz around cyberspace about Verizon’s launch of the iPhone 4. Many customers logged on and snagged their new phone at 3 a.m. on February 3rd. However, their cries of joy were soon snuffed out by the amount of outrage and frustration circulating on Twitter and Facebook of those customers who were confronted by Verizon’s website overload and inability to secure their new iPhone 4.

Verizon’s iPhone 4 available to existing Verizon customers for preorder, was sold out in less than a day.

Verizon’s Advertising

The first commercial launched by Verizon depicted a series of ticking clocks and countdowns in an effort to tease (and tease it did!) anxious Verizon customers anticipating their new toy.

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Verizon has also been unleashing a series of new advertisements to promote the iPhone 4’s launch (I think this was totally unnecessary because the 6-month rumor did enough advertising for it anyway). The new advertisements are very competitor-oriented in that they completely slam AT&T’s network problems.

One 30-second commercial blatantly slams AT&T’s call-dropping issue. This is a clever strategy for Verizon to take up considering everyone already knows what features the iPhone has. How else can you promote it other than a ‘my network is better than your network, nanny-nanny-boo-boo’ strategy?

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Verizon iPhone 4 Review

People have been furiously updating Twitter statuses and blogs with reviews of Verizon’s iPhone 4, now that the embargo on reviews has been lifted. The basic consensus is this: Verizon’s iPhone 4 is better for voice, worse for data.

Although the voice calls were reported to be very crisp, clear, and consistent, the data speeds have many (still) waiting customers a little antsy.

Walter S. Mossberg, a blogger for All Things Digital, says:

“AT&T’s network averaged 46% faster at download speeds and 24% faster at upload speeds. This speed difference was noticeable while doing tasks like downloading large numbers of emails, or waiting for complicated Web pages to load. AT&T’s speeds varied more while Verizon’s were more consistent, but overall, AT&T was more satisfying at cellular data.”

The Verizon iPhone 4 cannot do voice calls and data simultaneously and also only works in limited foreign countries, for voice calls only, and at very high roaming rates.

With the craze only increasing, I think it’s safe to say that Verizon’s marketing strategy was pretty spot on.

Distributed by IntelBuilder Social Media Platform

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