Remember a few weeks back when you were browsing through your iTunes library and happened upon a U2 album that you didn’t remember downloading? Bono and Apple thought it would be brilliant to give every iDevice owner a free copy of U2’s album “Songs of Innocence” whether they wanted it or not. What Apple and Bono didn’t expect was the millions of people who didn’t want any part of their generosity.
People quickly complained about U2’s album taking up space on their devices and Apple quickly provided a way for users to delete the album from their libraries. Now Bono is offering his version of an apology to users who may have been miffed at the band for forcing their music on them.
Oops. I’m sorry about that. I had this beautiful idea, and we got carried away with ourselves. Artists are prone to that kind of thing. Drop of megalomania, touch of generosity, dash of self-promotion, and deep fear that these songs that we poured our life into over the last few years mightn’t be heard. There’s a lot of noise out there. I guess we got a little noisy ourselves to get through it.”
You have to admire both Apple and U2 for giving this marketing angle a go even though it pretty much backfired on them. It probably would have been a much better campaign had Apple offered every iDevice user a free download of any album of their choosing (up to a certain dollar amount). But even Apple’s mighty marketing team isn’t going to always hit a home run. What do you think of Bono’s apology?Source: Inquisitir
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