Facebook was one of the first and major Social Networking Websites to display the power of supporting third-party API investment. More recently, Apple has released the IPhone Human Interface Guidelines, providing in-depth information on the workings of the IPhone, how to design and program for it. The Open-Source logic applied to programming, or how I like to call it the “linuxanitsation” of platforms, is opening up a whole new world for Marketers to plan and devise strategies targeting more specific audiences. Although leading to the ever-growing gap in the audience’s fragmentation, this is definitely another step towards a Long Tail approach to Marketing.

You are no longer advertising on the New and Old Media – we are talking about the version 2.0 of New Media, where you have to go beyond the 360º approach and into the virtual X + Y + Z axis approach. A whole new dimension in the making!

Nokia has recently released a campaign against the IPhone focused on its blocking system. And this isn’t the first time Nokia has attacked Apple in such a direct way. Two thoughts come to hand at the same time:

1 – Isn’t it just a little too aggressive to create a campaign that focus on flaws from competitors instead of just showing that your can do better?

2 – Is society tech-informed enough to process and understand this sort of advertisement? I mean, my mother surely doesn’t know what an IPhone is, let alone about its blocking system.

Has Society crossed the gap created by the steep evolution of gadgets and technology, enabling more the 50% of users to understand techie references such as this Nokia campaign? Or is it a campaign target specifically at techies? If so, would this work in any other city besides New York?

In any case, I think it’s just bad for a brand like Nokia, who has such a high Brand Affinity and Brand Awareness rates, to resort to direct war. Couldn’t they have just done another Nokia Game instead?