Apple: Get a Mac
This campaign was launched to highlight why the Mac computer is better than a PC. The objective was to create awareness of the features Mac offers and get people talking about their product.
Bullying with Humor
This campaign was effective because it demonstrated that "bullying" another company could be done correctly using the right technique. In the past other companies have failed to link proper criticism with humor. After this campaign was launched, it transformed media by the ability to directly criticize another company in an appropriate way.
Highlighting Mac's Advantages
In order for Mac to highlight their advantages, they had to compare the pros of Apple with the cons of PC. This was effective because it was able to show that Mac products are more high tech and have a better foundation of how they were built.
Apple used a trail of short videos through sources like Youtube that were released weekly, bringing users back to view the humorous videos. The humor was able to reflect on different personalities of groups of people which created popular trends such as blogging. They linked it to social media, which was on the rise, creating a new generation of Mac users.