Some Feisty Publicity

In September of 2007, Apple released their new Ipod Nano. What was once confined to only music, the new Nano introduced video to its mini media players. In Apple's efforts to market this new product, music video's of hip underground artists were incorporated into the commercials. For example, the artist Feist's  music video was used in an one of the first commercials to promote the ipod.

The artist in this case gets free publicity from the commercial. After the release of the ad, downloads of the song used and other songs by the artist skyrocketed. Downloads of the song "1,2,3,4" jumped from 2,000 to 73,000 from September to October according to Nielson Soundscan. It also reached the Top 100 on the Billboard charts after the commercial. 

In Apples efforts, the Nano also boosted sales. The advertising used by Apple, helped out not only  themselves but the artist too. This symbiotic approach to public relations builds upon each-other. From seeing the ad, the public got interested in Feist, from listening to Feist people got more interested in the ipod and etc. This is also an ongoing trend within companies. A Hewitt-Packer ad uses celebrities  to market their product.

  Not only does this commercial market the HP computer, but also Jerry Seinfield, and the recent "The Bee Movie" he stared in. In the end, with no extra money spent, publicity is gained for all contributers to an advertisement.