During the Oscars, Ellen Degeneres got a bunch of celebrities together for a selfie-style photo that she tweeted out. The photo went on to be the most retweeted photo of all time.
That photo, it turns out, was a bit of a PR stunt by Samsung. Samsung sponsored the Oscars, and as part of the sponsorship, it wanted its phones featured during the show. Degeneres wanted to take selfies, so Samsung said she had to use a Galaxy Note III. It even trained her on how to do it.
The buzz for Samsung worked. It got its phones in front of a big audience, and with Ellen’s tweet getting retweeted like crazy, the message spread.
Now, it looks like Apple wants in on the same level of buzz.
Yesterday, the company posted a new role for a Buzz Marketing Manager whose key responsibility will be to create viral product placement spots.
“This new Buzz Marketing role is primarily responsible for constant and compelling exposure of Apple products with high-profile users, especially those in film and television. The position also supports key iTunes and Apple Retail initiatives.”
Along with helping famous people take vanity shots, Apple says it’s looking to work with TV shows for Apple product placements and score more high-profile guest appearances at the Apple Store.
The Buzz Marketing position is a new role at Apple, reporting to the head of worldwide Buzz Marketing, but seems how a-list directors, athletes, designers and actors don’t frequent Cupertino, CA, the post is run out of New York City.
Here’s the job listing:
But maybe with Samsung willing to pay millions of dollars in advertising and market, Apple is feeling the pressure, and wants to make sure that it stays a part of celebrity culture.
In the past, Apple has had no problem getting its products featured in movies and on TV. And, supposedly, it never pays for the exposure. It has pretty much shunned social media as marketing campaigns have shifted to add more viral elements. It’s only foray into the area has been an iPhone 5c campaign on Tumblr that failed to impress.