Sweeties reader, Sydney, brought this article to my attention entitled, Apple Tries to Limit iPad Giveaways, (from EverythingiCafe) so I took a look for myself to see what they had to say and it brought me to the original article on CNN Money by Philip Elmer-DeWitt.
It seems that Apple is starting to enforce their Guidelines for Third Party Promotions to make companies comply with their strict guidelines for the use of their iPads, iPhones, and iPod touch products as prizes.
Here is a short run-down of the requirements:
- iPad, iPhone and the iPhone Gift Card may not be used in third-party promotions (first paragraph of the document)
- iPod touch is only allowed to be used in special circumstances and requires a minimum purchase of 250 units
- You may NOT use the Myriad Set font on or in connection with web sites, products, packaging, manuals, or promotional/advertising materials.
- Do not clutter Apple product photos with props, models or marketing messages
- You must submit all marketing materials related to the promotion of Apple products to Apple for review
Strict adherence is essential because you and/or your company may be held responsible if your use of Apple products for promotional purposes do not conform with the following guidelines. In any event, we reserve the right to revoke our consent to your use of Apple products in your promotion at any time and for any reason. Read the full document for yourself here
Of course, the Apple iPad is the hottest prize on the planet right now because otherwise it wouldn’t matter. And since Apple is a booming company they can do just about anything they want I guess but my thought for Apple is: Aren’t you getting your product into the hands of people who may fall in love with them and turn around and tell their friend who buys one, who turns around and tells their friend, and so on and so on? Isn’t this call “word of mouth marketing“?
If I had a product and could afford to give it away I would want the world to try it and share the love with their friends. It’s the best free advertising a business can get. Heck, it’s not like these companies are asking Apple to give them the products for free so they can give them away – they are buying these product with their own money and giving them away and still they have to follow these guidelines.
Once you buy a product isn’t it yours to do what you want? So you are saying that if I buy an iPad, iPhone, iPod or other Apple product I can’t give it away if I don’t ask you or follow your guidelines? Phooey
As a business owner I do understand branding, trademarks, and the importance of having someone get your name right and they do include that in their document. I do agree that Apple should set standards on how their name can be used and how their products can be represented within the giveaway but, I am not quite sure I understand the purpose of putting such hard restrictions on the use of their products as prizes.
If Apple continues their restrictions and makes companies comply then maybe we will won’t see so many sweepstakes giving out iPads but that’s okay because while I love my iPad2, it can’t use it outside because of the screen glare and I really want to win a Blackberry PlayBook anyhow because it can run Flash 🙂
Source: CNN Money and everythingiCafe