Bendgate: Not Bad News for Everyone

30 Sep Bendgate: Not Bad News for Everyone

Well here it is, the latest tech drama of 2014: Bendgate. I’m sure by now you’ve heard the commotion associated with Apple’s latest launch. When the iPhone 6 was first released two weeks ago, people lined up for hours – only to discover a few days later that the device was unintentionally quite flexible.

Though it was a serious blow to Apple, Bendgate has become creative marketing fodder for brands across the board, and no one has been shy about calling out the incident on social media.

It seems to me that any time a tech brand has the opportunity to poke fun at a tech giant they jump on it. The Bendgate incident gave brands the chance to casually capitalize on Apple’s unfortunate press.

A few examples…

LG has gotten 9,436 retweets to date on their Bendgate post, which calls out the LG Flex for bending too…but on purpose.

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Samsung got in on the conversation without even mentioning Bendgate by posting a tweet of a picture of the Galaxy Note Edge and the simple text, “Curved. Not bent. #GalaxyNoteEdge”

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Even consumer brands have gotten in on the Bendgate joke. Heinekin’s “Dear Apple…” post garnered 11,424 retweets

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Dockers tried to get in on the action as well, with a picture of the “Smartest Khakis Ever Made.”

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Overwhelmingly, the most successful brand to capitalize on Bendgate was Kit Kat. Only two days after the Bendgate story started to brew Kit Kat posted a tweet saying, “We don’t bend, We #break. #bendgate #iPhone6plus”

After being live for only 10 minutes the post was retweeted 100 times, after an hour it had over 1,000 retweets. Now, Kit Kat has surpassed the success of Oreo’s famous “You can still dunk in the dark” tweet during the 2013 Super Bowl blackout.

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Despite the bendable blunder, Apple proudly announced that more than 10 million iPhone 6 and iPhone 6 Plus models were sold in 10 countries during the three days following the release.  On September 25th the tech giantreleased a statement that disputed Bendgate and claimed, “With normal use a bend in iPhone is extremely rare.” It’s also worth mentioning that following the release of the iPhone 6 and iPhone 6 Plus, Apple’s stock has reportedly lost $23 billion in value.

Even if this phenomenon is just the overblowing of an issue that only nine customers reported after the first six days of sale, it goes to show how quickly brands will devise a creative ad or campaign to capitalize on the opportunities that come along with bad press.

Despite the bendable blunder, Apple proudly announced that more than 10 million iPhone 6 and iPhone 6 Plus models were sold in 10 countries during the three days following the release.  On September 25th the tech giantreleased a statement that disputed Bendgate and claimed, “With normal use a bend in iPhone is extremely rare.” It’s also worth mentioning that following the release of the iPhone 6 and iPhone 6 Plus, Apple’s stock has reportedly lost $23 billion in value.

Even if this phenomenon is just the overblowing of an issue that only nine customers reported after the first six days of sale, it goes to show how quickly brands will devise a creative ad or campaign to capitalize on the opportunities that come along with bad press.

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Sally McHugh
smchugh@speakerboxpr.com
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