A new iPhone is here, which means the carriers are doing their best to make sure everyone knows about it with celeb-filled advertising campaigns.
Verizon, for instance, has enlisted actors and podcasters Jason Bateman and Sean Hayes and music star J Balvin for a series of initiatives, including a traditional media campaign and Pokemon Go-like AR experience. The carrier’s overall message is to “open up” consumers’ access to the new device, said Kristin McHugh, senior vice president of marketing and creative at Verizon, in response to e-mailed questions.
In the first of two television commercials, Hayes disrupts a young boy’s birthday celebration by wishing for a new iPhone 15. Bateman pulls him a way to explain that Hayes doesn’t need to disappoint children to receive a new iPhone 15.
“Jason and Sean are dynamic personalities with great chemistry, and their cultural relevance helps build an instant connection with consumers,” McHugh said. “We’ve tapped into their personas and humor to create an engaging storyline that showcases our unique promotional offer.”
In a second, Spanish-language spot, Balvin is at the hair salon as the customers around him gossip about his new iPhone 15. They imply that – as a celebrity – he has access to better trade-in deals than everyone else. Balvin quickly dispels them of this notion and says everyone can get the trade-in deal, even the shampoo assistant whose phone is covered in suds.
Balvin is also the centerpiece of the brand’s “Catch my iPhone” AR-game, in which he appears as a 300-foot tall avatar walking across the country and outside fans’ homes to give them a chance to win a new device. In the game, the giant Balvin literally makes it rain iPhones. If players catch one, they will qualify for a chance to win a new iPhone. While playing the game, consumers can also listen to Balvin’s newly released single, “Dientes,” featuring Usher and DJ Khaled.
Through the game, players can learn more about exclusive features for the iPhone from Verizon, and also listen to Balvin’s new single, Dientes, featuring Usher and DJ Khaled.
“The ‘Catch My iPhone’ AR experience is another example of how we’re making the already revolutionary iPhone 15 even better on Verizon,” McHugh said. “This app experience further demonstrates how Verizon is continuing to connect consumers to their passions on the America’s most reliable 5G network.”
