Advertisers know there are certain things that simply “work” when it comes to certain markets. Fortunately for companies selling cell phones and smartphones, appealing to vast, overarching, and cross-demographical ideas for their marketing works. Google and Motorola are giving patriotism a shot with a campaign timed – you guessed it – right about now. It’s an All-American ad campaign coinciding with the most American holiday of the year.
July 4th Advertising
As Todd Wasserman writes late afternoon yesterday on Mashable, “It looks like Google is playing up its “made in America” credentials just as Apple appears to be doubling down on a similar strategy.” Yep, Google, through Motorola, has finally gone for the All-American/Made-in-America appeal that has been famously used by car manufacturers for decades.
Which makes me wonder, does that mean the smartphone is the new car? Probably not….but it’s interesting to see the similarities and differences in the lengths car and phone companies go to appeal to consumers. Anyway, Google’s new ads are showing today in some huge outlets like the New York Times, USA Today, and others.
Does Google Have an All-American Advantage Over Competitors?
The new ad (really) emphasizes the link between the independent, I-like-it-my-way, and confident American attitude with multiple appeals. Lines like “Tomorrow, you’ll eat burgers, watch fireworks and celebrate the freedom to be whoever you want to be,” and “The first smartphone that you can design yourself. Because today you should have the freedom to design the things in your life to be as unique as you are.”
Aw, thanks Motorola for making me feel special, you’ll definitely have my money now! Kidding…
Joking aside, Motorola and Google have serious competition that an ad appealing to patriotism won’t overcome. As Kevin C. Tofel at GigaOM states, “Making a patriotic plea around the July 4 holiday is a smart move for the company … [but] patriotism aside, very little is known about the Moto X.” The only thing we do know is that Motorola and Google are promising customization, an interesting pivot from the standard near-choiceless method of buying phones from competitors like Samsung and Apple.
Apple, despite their popularity, has taken quite a bit of heat for its Foxconn facility and overseas workers creating their products. However, Apple’s products and branding are so good that it has been able to overcome much of the negativity associated with this. Samsung is simply a foreign company, but I don’t think many people really think about that much when thinking of Samsung.
All-American Definitely Helps
Even though Motorola needs to back up its bark, I think the All-American appeal works. For many consumers, it feels good to know that the money you spent goes right back into companies and people who work in the same country. Around July 4, people in the US are thinking about that more than any other time of the year.
Besides, as Chris Matyszczyk reminds us over on CNET, “Timing is everything.”
Do you think the All-American marketing will work for Motorola and its new phone?
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