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Media Monitoring

A Look at PR Engagement for the Apple iPhone 6 Announcement

September 19, 2014 09:07 AM
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AJ Bruno: Founder, President

AJ Bruno: Founder, President

AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.

All POSTS

As everyone who hasn’t been hiding under a rock is duly aware, last Tuesday, Apple unveiled the much anticipated iPhone 6 and iPhone 6 Plus along with the Apple Watch and a new mobile payment service. They also announced iOS 8, which became available yesterday. This is the first major announcement from the company since the departure and subsequent death of co-founder, Steve Jobs, and Tim Cook’s opportunity to shine. We thought it would be interesting to take a look at the PR engagement metrics for this particular announcement.  Apple always gets a lot of coverage and this event was no exception.

Building Excitement

Looking at the total number of mentions of the iPhone 6, it is interesting to see that momentum started to build in the days and weeks leading up to the Apple Live event in Cupertino where the announcement was made. For example, in August, there were 8385 total mentions of the iPhone 6.  On the day before the announcement alone, there were 1986 mentions. Not bad, for a product that didn’t officially exist.

The Big Reveal and Key Messages

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Apple’s team was surely not disappointed with the amount of PR engagement the announcement generated. Tuesday saw 10,239 mentions. Over the week, they garnered 20,060.  Key Messages are specific terms, phrases or words searched within the main search of iPhone 6. The top ones were, “Screen,” and, “Display.”  It would be interesting to know if these top two takeaways align with Apple’s strategy.

Many mentions included comparisons of the iPhone 6 and its competitors, notably the Note 4, based on various specs. That wasn’t enough to substantially boost the Nexus 5’s share of voice, however, as they got only 1% vs. Apple’s 74%.  This was in spite of a deafening paid media blitz by Samsung.

We’re Not Sure How Apple Feels about This

One of the top articles by readership and number of times the iPhone 6 is mentioned was a piece by the Huffington Post entitled, “Kelly Ripa Has One BIG Question About iPhone 6.” The article contains a video clip of Ms. Ripa and a male guest discussing which objects at hand just might be the size of the phone, 5.5 inches long. Let’s just say the conversation devolves quickly. I’m not sure it will help move any iPhones, but it is hilarious. (Seriously, you should watch it.)

How We Know

We are able to look so closely at the results of Apple’s PR engagement because TrendKite uses sophisticated big data analytics to search the media landscape for relevant information. Our interactive reports turn that data into knowledge, making it easy to evaluate PR success. Apple’s team should be proud indeed.

Just as a side note, on the day of the Apple event, Snapchat announced that it had settled a lawsuit with ousted co-founder Frank Reginald Brown IV, who sued the company in February 2013. Knowing that the tech and business press would be focused on all things Apple, Snapchat slid their bad news under the radar. Probably a good call.

AJ Bruno: Founder, President

AJ Bruno: Founder, President

AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.

All POSTS

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