Yesterday was a big day for Baltimore. But despite not being involved in the game (or even having a team in the sport), it was just as big a day for Apple. Last year, Jim Cramer at The Street noticed that Apple had the best ad in the super bowl despite not running an ad at all. The same held true this year if you really examine the footage; I’m talking about two entirely different touchdowns the tech giant managed to score during Super Bowl XLVII.
More Free Ads
Apple, one of the wealthiest companies in the world, managed to score some more free advertising in this year’s Super Bowl courtesy of Star Trek: Into Darkness.
Just a few days ago, Apple quietly launched “App Store Short Links,” allowing developers to create customised App Store URLs with which to promote their wares. These links are created when submitting the app to the iOS or Mac app stores, and according to Apple’s developer notes, provide “… a simple way for users to find your apps on the App Store directly from your website or marketing campaigns.”
This new feature for developers made its very public debut today at the end of the trailer for Star Trek: Into Darkness, when the App Store URL for the movie’s companion app was displayed prominently during a Super Bowl ad. Super Bowl ads are notoriously expensive, making this a big marketing win for Apple. A new feature for developers and the debut of the AppStore.com URL, which apple has owned since 2008, were both on display in an advertisement not even placed by apple.
iPad: The Playbook of Champions
Now onto the game itself. The Super Bowl XLVII champs, the Baltimore Ravens, have been heavily publicized for adopting iPad’s as replacements to their traditional 20 lb. playbooks. The 49er’s have not yet commented on whether they are using any digital play book alternatives. Clearly, whatever the Ravens did when preparing to go into the Super Dome for Super Bowl XLVII worked, and it is a well known fact that the iPad was a big part of that preparation. Using Global Aptitude LLC’s Game Plan app, the Baltimore Ravens coaching staff and players are able to collaborate in real time by sharing videos, notes, drawings or entire play books. This has helped the company cut down on costs, save more than a few trees, and increase player preparedness by up to 50%. Is it any wonder they are now the Super Bowl champions?
Apple vs. Samsung? You Decide
In many minds, yesterday was not just about the Ravens vs the 49ers. The Super Bowl has become famous amongst tech fans for another showdown entirely: Apple vs. Samsung. Apple’s most notable rival in the Super Bowl has become Samsung. This is no fault of Apple’s, though, and more the result of Samsung’s insistence to poke fun at Apple and Apple fans during its Super Bowl commercials. This trend seemed to have stopped this year with Samsung instead laying out the big money to enlist Seth Rogan, Paul Rudd, Bob Odenkirk and Lebron James to star in a John Favreau directed commercial. Though Paul Rudd did manage to squeeze in one subtle reference to Apple when he asked Rogan “Are you sure that maybe you’re not here to see a guy named Sam Sung? That would make more sense.”
(For those who don’t remember, Sam Sung is the actual name of an Apple specialist at the Pacific Centre store whose business card went viral last year.)
Was laying off the Apple fans a wise decision for Samsung? Was their A-list laden advertisement enough to “win” their self conceived Super Bowl battle with Apple this year? Personally, I think Apple’s game plan to let their products speak for themselves (or let other companies speak for them) has Apple winning the matchup hands down. But leave a comment and let us know what you think.