Apple’s ‘Your Verse’ Is a Case Study in Weaving Content Into Commerce

by Tessa Wegert
What will your verse be? It’s the question Apple asks their customers in their new content marketing campaign, a foray into brand storytelling that’s wholly centered on consumers and is woven into Apple’s commerce platform. Marketers have long known that involving the audience is a core principle of a good brand story.Read the full article

Apple - iPad Air - TV Ad - Your Verse

We're humbled and inspired by what people do with iPad. So we set out to capture some of their stories. What will your verse be?

Apple - iPad - Yaoband - Shaping Sound

Musicians Luke Wang and Peter Feng formed Yaoband on a shared vision of musical experimentation. Inspired by the real life sounds of modern China, they developed a genre-bending electropop style that evolves with each beat. iPad helps them capture, record, and perform their innovative music.

Story of Apple's 'Think different' campaign

Story of Apple's 'Think different' campaign, Story of Apple's Think different campaign,Steve Jobs Think different 'Think different' campaign : The campaign consists of two main parts, there is a television commercial and a print campaign. The television commercial features black and white video footage of significant historical people of the past, including (in order) Albert Einstein, Bob Dylan, Martin Luther King, Jr.,Richard Branson, John Lennon (with Yoko Ono), R. Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. The commercial ends with an image of a young girl, Shaan Sahota, opening her closed eyes, as if to see the possibilities before her. The text of the campaign is narrated by the American actor Richard Dreyfuss. Rumours say that Steve Jobs wrote the original text, for this spot it's been changed a little. Text: Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do. Above you could see the 1 minute version of the television ad. But there has also been a 30 second version. It used many of the people above, but closed with Jerry Seinfeld, instead of the young girl. This commercial aired only once, during the series finale of Seinfeld. The print campaign was much more elaborate than the television commercial. Over the years there have been dozens of different personalities on the posters. In the end it has become difficult to say which images are original, and which are fake. Below you can find 30 different posters from the Think different campaign which I believe are originals (please correct me if I'm wrong). After the first campaign, Apple started sending complimentary posters to public schools across the nation featuring different celebrities (including Pablo Picasso, Jane Goodall, and Ron Howard) to hang in classrooms. The complete packets now sell for hundreds of dollars on some websites.