Apple Inc. (NASDAQ: AAPL) Customers in stores in Paris, Berlin and London were recently hit by an interesting guerrilla marketing campaign that displayed advertising on store phones. The strategy was to automate a trend popular among Gen Z but largely unknown to older generations and allowing messages to be sent locally without using the internet.
What happened: Seller of refurbished devices Back Market has developed a bot that sends a specially crafted advertising website to all nearby Apple devices that allows an airdrop of everyone and not just contacts, according to a Monday MacRumors report. This bot, running on an iPhone, was then placed near Apple stores in Paris, Berlin and London, displaying advertisements on the screen of devices displayed by Apple and its customers.
The website the link was shared to via Airdrop said, “Quick! Safety is of no concern… It’s time to move on to renovation with a cheaper and more ecological model. […] Did you know this iPhone comes in white, black, blue, and more green?”
See also: Why Apple shares could rebound on second-quarter earnings
Apple also sells refurbished devices, but its prices and the range of devices available are considered inconvenient by many. Back Market, on the other hand, offers a wide range of devices whose prices vary depending on the model and its condition. The brand highlights its low environmental impact by noting that a “refurbished phone accounts for 176 pounds of our collective carbon footprint. Manufacturing a new smartphone produces approximately 191 pounds of CO2e. Refurbished? Just 15 pounds. Lose weight: no extra effort, just more savings.”
Photo: Apple store in London, Marc Fanelli-Isla via Unsplash
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