Apple and the Hyperlocal Revolution
What do you do when your brand has achieved cult-like status among millions and millions of devotees?
You mobilize them and give new meaning to the term "hyperlocal."
Duh.
Following the news that Apple retail stores continue to buck the depressing economic trend, videos of packed Apple stores — often with narration that sets up the clips — are popping up all over the Web.
There's one from New York City.
Here's another filmed in San Francisco.
Even the Twin Cities store got in on the act.
(I also found one from an unnamed city where a customer wanted to make sure the audience knew what they were watching. Fishy.)
It's hard to believe it's a coincidence that Apple fans in different parts of the country decided to visit their local Apple store to videotape the crowds.
I find it more likely that the idea to record videos and post them to blogs was seeded either by a post like this on Ars Technica, or alternate means of PR.
Either way, it's groundbreaking.
Why?
It's the future of public relations.
At a time when the public expresses a "deep skepticism" toward the media, it makes sense to get the word out through alternate channels. And what better way to do that than by utilizing hyperlocal individuals who the audience trusts? The worst they can do is deny your suggestion.
It's a brilliant move.
Granted, not every company can pull this off. But the ones that have worked hard to gain a loyal following are in a unique position to take a chance with new strategies to get the word out about their products.
Now, the question becomes: will they?
