You can buy a lot of BlackBerry Pearl’s for $25 million, Palm. You could be spending your money so much more wisely! Ok, we’re not complete Palm haters here, so we’d figure we’d let you know about the huge six-week and $25 million advertising campaign that they just rolled out for the Treo.
That’s a good number to compete with RIM and the BlackBerry, that’s for sure. If you’ll notice the details, there’s a lot of untraditional ad methods being used – great minds think alike, I guess.
AKQA developed the Treo 680 campaign, which incorporates a media mix of print, out-of-home, online, mobile and viral advertising. This includes a Palm street team in major metropolitan markets to show passersby how to use the Treo 680 to check their eBay accounts, order movie tickets or make dinner reservations.
And even further into the report:
Palm seeks to widen the appeal of its Treo 680 smartphone beyond its traditional customer base of business users, and narrow the competition between itself and BlackBerry, whose top-selling Pearl has targeted the same hybrid business-lifestyle wireless consumer for whom the Treo 680 is designed.
The tagline, “Not just a cell phone. A Treo,” rings familiar to that of wireless upstart Helio, whose tagline is “Don’t call it a phone.” Helio has built its marketing on social networking properties, such as the ability to locate another user through a Buddy Beacon, and to log on to MySpace pages.