Do ‘iDroid’ Searches Show Droid Commercial Backfire?
Consumers seeking ‘iDroid’
Verizon has made no bones about it: The Droid is its answer to the iPhone, and the company is doing everything it can to point out the superiority of its product, most notably in the Droid commercial that recently came out.
However, this Droid commercial has created a strange phenomenon. The commercial features mostly black text on a white background. The phrases, which change every few seconds, all beginning with “iDon’t.” For example, one says “iDon’t run widgets.” The end of the commercial says “Everything iDon’t … Droid does.”
However, it seems that Verizon’s Droid commercial might be backfiring in a way, as there have been millions of Google searches today for “iDroid.”
Do Droid commercials cause brand confusion?
So clearly Verizon has achieved its goal of linking the Droid to the iPhone, but it appears possible that consumers believe these products are related, not in competition. Would a loan company want to be so closely associated with its competition? I suppose that depends.
Because iPhone is already such a well established and popular brand, letting consumers think that there is such a thing as an “iDroid” might be a good thing for Verizon’s sales. However, it is clear from the Droid commercial that Verizon wants people to differentiate between the Droid and the iPhone. However, making an advertisement with such a specific target appears to be having the opposite effect.
Does Droid commercial convince consumers?
From the Droid commercial, consumers can infer that the Droid runs widgets, allows open development, takes pictures at night, has interchangeable batteries and has a real keyboard. However, that is all the information you get.
Even the Verizon web site doesn’t say when this Droid will come into existence. There are no photos of what the Droid will look like, either, which I believe contributes to the “iDroid” confusion. The only images consumers have that represent the Droid is a text pattern similar to the competition’s naming scheme.