Check Out Apple’s Newest Marketing Platform

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Apple quietly rolled out a Tumblr campaign for its iPhone 5c. In fact, it’s been so quiet that initial reports were reluctant to say that the technology brand was behind the page because of the company’s traditional aversion to social media marketing.

Currently, a Sponsored Spotlight on the social platform’s design page, as the information provided when a curser hovers over the sponsored logo says “Sponsored by Apple,” it clearly seems to be financed by Apple. A look at the source code using the inspect element option also shows “apple” as a keyword in the meta tags.

The interactive Tumblr page isee5c boldly features the Apple logo and the tagline “Every color has a story,” on a transparent white banner at the top of the page. Nine polka-dotted tiles lay beneath it. Nine tiles, as of Wednesday morning, feature 15-second short videos of moving polka dots and a layer of sound to give the video a setting. After each short video, a title appears.

Apple does have official social media accounts for iBooks, iTunes, the App Store and other software products, but advertising on social media platforms is unheard of by the technology brand that brought users the Mac, the iPhone and the iPad. MacRumors.com, the online magazine that follows Apple products and campaigns called the new Tumblr campaign, “notable.” The same blog post also noted that Apple’s Q1 reports showed that the iPhone 5c had sold in numbers below projected levels.

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