Feist-1234-iPod nano，无名歌曲创造的广告奇迹
每一个Apple产品的广告都有一首好听的歌，而且在广告播放之前，几乎没人知道这世界上还存在着这么好听的歌。其中以Feist的1234最为动人心弦。不记得了？再听一下吧。
当短短的30秒iPod nano广告播出这首歌时，人们有点不知所措，这首歌叫什么名字？唱歌的是谁？于是搜索引擎中出现了这样的条目“ipod nano commercial song”、“ipod commercial song”。毫无疑问，这是线下广告的“理想状态”，因为线下的广告引起了线上的反应，人们在搜索当中不断加深着对产品的印象。
下图是Compete对iPod nano、iPod Touch、Macbook Air三款产品广告播出后，对人们的搜索状况进行的统计分析。点击看大图。
这是去年8月7日到今年1月8日的统计结果，20个搜索条目中，15个包括“song” 或者 “music”，可见人们是多么钟爱这些无名的歌曲。去年9月搜索竟然达到了42.5万，基本上都是奔着1234这首歌去的。而所有这些条目加起来，总的搜索超过100万次！
在新产品广告中采用新的形象是一件很冒险的事，但是Apple显然做的极其出色，ipod nano取得了商业上的成功，Feist的歌也唱遍了世界。
The Apple Effect: 1 Million Searches for 3 little ads
(via Compete) Apple has a long history of releasing critically acclaimed ads starting back in 1984 with “The Greatest Commercial of All Time.” More recently, one of the coolest aspects of Apple advertising has been the use of relatively unknown musicians, with their music as the (seemingly) most important element of the commercial. Through multi-million dollar ad campaigns, Apple helps bring these lesser-known artists mainstream. With the recent launch of the iPod Nano, iPod Touch and Macbook Air, Compete took a look at how consumers exposure to offline commercials influenced online behavior, and also how artists (and Apple) benefit from a partnership. Read more.
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