Re:Google Inbox
by egeozcan on Wednesday October 22, 2014 @01:23PM
(#8493782)
I also found myself thinking about the lifestyle of the people in the video, instead of the product. I'm no marketing expert but I suspect that this is a bad thing for a successful campaign. I haven't seen anything in the video that's not already available with the combination of Google Plus, Gmail, Google Keep and Google Now - maybe that's why I feel that way. Can't tell.
[ Parent
| on HN ]
Marketing like this is supposed to form a link between the context (Brooklyn hipster lifestyle) and the product. So next time you hear about Inbox you'll think of the lifestyle and subconsciously go "maybe if I have inbox my life will be more like those cool happy good looking rich Brooklyn hipsters on the ad". Their target market with this ad is people that want to be like or have this (or a subset of this).
Apple is a more inherently hipster company that (I'm guessing here) has a large hipster marketshare. It's known for being hipster, so the link is already there. No need for ads like this to form that link to try and capture the twenty something crowd that wants this lifestyle.
Hacker news is full of people that value function, results and optimised workflow, which are essentially all that matters with an email app. So this form of marketing is lost on them :)
It is more like: If I show somebody Inbox I would be perceived as those happy, cool.. because this person has seen that ad[1].
(does email is cool, and happy?)