Apple's new 'Sticker Fight' ad for iPhone 7 emphasizes iMessage feature
The latest in Apple's advertising campaign for the iPhone 7 and iOS 10 brings Apple's "stickers" feature into the real world in a playful and colorful manner.
The feature starts simply, with a single sticker applied to an seemingly unwilling recipient, who responds in kind with a "thumbs down" retaliatory application. The video escalates through a diner and a sticker fight, and ends on a quieter note with an interaction between two people.
Apple has consolidated the stickers from the ad on a special App Store landing page.
The ad is a diversion from the recent iPad-centric pieces at a minute long, rather than the 15-second vignettes from the other campaign.
The iMessage sticker feature was first revealed with the iOS 10 debut at the 2016 WWDC. The ability to attach the embellishments to a message officially launched with the release of iOS 10 alongside the iPhone 7 and iPhone 7 Plus.
The feature starts simply, with a single sticker applied to an seemingly unwilling recipient, who responds in kind with a "thumbs down" retaliatory application. The video escalates through a diner and a sticker fight, and ends on a quieter note with an interaction between two people.
Apple has consolidated the stickers from the ad on a special App Store landing page.
The ad is a diversion from the recent iPad-centric pieces at a minute long, rather than the 15-second vignettes from the other campaign.
The iMessage sticker feature was first revealed with the iOS 10 debut at the 2016 WWDC. The ability to attach the embellishments to a message officially launched with the release of iOS 10 alongside the iPhone 7 and iPhone 7 Plus.
Comments
'Younger' does not mean 'more retarded', however. The bastardization of communication needs to stop. How much more simple can it get? I imagine you're right–you usually are about this sort of thing–but I can't think of any way to make it more painless to use.
I think this demographic will find the notion of stickers yawn worthy.
As stickers have been around since virtually the dawn of instant messaging apps (they've been on Line for as long as I can remember and monetised from the start, too), Apple is very late to this party.
I don't actually know anyone that uses iMessage/SMS. WhatsApp, Line, Telegram etc seem to be the Apps that dominate. At least in my of the world. In business too.
The only SMS I get nowadays are codes for transactions or other security based uses.
I think from a marketing perspective it would have been more effective to just let users discover it in a viral way. At least that way there is less risk of being yawned at.
BTW, is the sticker functionality monetised?
Now whether or not I think this is a good idea for kids is another story.
And yes, some sticker apps do cost money which means Apple will get a cut. Most of the useful ones are attached to an iOS app.
And you don't know anyone who uses Messages? Yyeaaaahhh -- pretty clear you use a knockoff device. Blue bubbles are huge.
I haven't even checked it on the iPhone 6 at home. Is it still tied into the SMS function?
People stopped using SMS years ago.