I just saw a T-Mobile commercial for the myTouch 3G smartphone. It features Whoopi Goldberg, Phil Jackson, and Jessie James passing around the phone. The tagline at the end of the commercial is “The first phone that becomes 100% you”.
My wife didn’t see this commercial but I’m sure she would have said, “everyone in that marketing department needs to be fired”, as she often does after watching a bad commercial. I would wholeheartedly agree with her in this instance.
Now to be fair, from a technical standpoint and what I know about the phone and the Google Android platform, the myTouch 3G is a nice phone with some nice features. But let’s face it, nice phones don’t win. Not since the iPhone come on the market at least. Marketers must face the stark reality that nearly everyone will compare their product to the iPhone and you don’t get a second chance to make a first impression.
I think most average users will see a commercial like this and yawn. Great, more celebrities. They’re passing around a phone. Cheesy music in the background. The phone can show pictures and video – been there, done that. What the heck does “becoming 100% you” mean? Why should I spend a second of my time considering this phone instead of the iPhone?
If phones like this stand any chance of being moderately successful, the marketing efforts surrounding the phones need to focus on showing users how the phones are better or at least on par with the iPhone. They need to show how the phones solve everyday problems quickly and elegantly. Basically, instead of trying to reinvent the wheel, they just need to copy the formula of the iPhone commercials for the near future. Of course, this doesn’t often play well with marketing departments, so look for my wife to continue to call for more mass-firings.
