Why Apple's in-Store 'Meet the Actor' Series Isn't Ridiculous
BY Carolyn Cutrone
Is it worth it to launch an event unrelated to your brand?
Here's a tech event even Hollywood would love.
Actress Allison Williams, star of the hit HBO series Girls, gave a talk on acting and tech startups last week at a Manhattan Apple store. She spoke about what it's like to be on set with actress Lena Dunham, her online search habits and love for Uber.
"My goal in the near future is to be the highest rated Uber passenger. I would love to get a great Uber rating so that the second I request something a car service shows up. It would be a delight," reportedNylon Magazine that attended the event.
The event was latest in a series called Meet the Actors at its SoHo store. While Williams is obviously a buzzworthy celeb, her presence--and the overall series--at the downtown Apple store caused many to scratch their heads.
How does a talk with an actor or actress benefit Apple customers or foster relevant technology discussion? And if a correlation can be made to increased sales, should you consider hosting some kind of live event too?
Other events from the Actors series in the fall consisted of the cast of the TV show Scandal. DailyCandy reported on the major excitement fans expressed while being in the same room as their favorite actors. However, the only tech related comment that seemed to emerge from the night was that Kerry Washington hates Twitter.
The answer to whether or not a link between a brand and event must exist, might ultimately come down to how your customers will feel about the specific association you are fostering, and how repuatable your brand is. But it's important to note there are some significant benefits to consider from events like these.
First, the event got people into an Apple store. That alone is a significant marketing move. Second, Apple became associated with TV shows and characters that its customers might have more passion for than they do Apple products. Therefore, the event established a connection to an audience that might not have previously been there. Plus, it got the media's attention--ehem.
It's also been proven that people remember instances and events better when there is a strong emotion tied to them. So by creating this connection to characters viewers might love, or even hate, the brand created unrelated yet bold impressions in its attendees memories. They will now associate that emotional experience and connection with Apple too--or so the theory goes.
Though there are tangible benefits to events that do not directly relate to your brand or company, it's important to think about your core customers and how they will feel about your divergence from what really matters. After all, not every brand is Apple. Make sure you can pull it off.