The service I selected was Apple Music. This service is being talked about right now, because it took over the Super Bowl halftime show. This is a big thing, since Pepsi has been the main sponsor of the halftime show for over a decade. This company's value proposition is "Apple is for the people who Think Differently, who see the world differently, who change it."
People are having mixed feelings about Apple Music taking over this halftime show. On Apple Musics Instagram, one person says, "I’m not even going to consider watching the half time show this year". This person is not happy with Apple Musics decision to bring Rhianna to the halftime show. Another person from a different perspective says " Time to turn up the volume! #BadGalRihanna is taking over the Super Bowl, and it's going to be legendary." One person then has a middle perspective by saying how they just need to get used to Pepsi not being the halftime show sponsor.
What Apple is doing for their music streaming service is a genius marketing strategy. Apple music is already one of the top streaming services around, but they want to catch everyone's attention by promoting it at one of the biggest sporting events in the world. On Instagram, they are trying to promote their new sponsorship with the NFL and promote Rhianna as the halftime performer.
Apple music is trying to be remarkable by taking over the big name in halftime shows. This is the first time in a decade that a brand other than Pepsi has headlined the Super Bowl. This is beneficial for them because it will promote their subscription service and will cause a big rise in purchases after being seen by millions. The marketing challenge that the brand is facing is their engagement to customers. Everyone has their preference on music services whether that is Apple music, Spotify, Amazon music, SoundCloud, or even YouTube music, but Apple wants to take over all of those. Being the big sponsor will attract people from all of the other services to turn over to apple. This strategy is very promising as they have promoted it on their main Apple Instagram, it has been shared on the NFL's Instagram and a ton of other big name social media accounts.
The company has left no response to any of the negative Instagram comments regarding the news of them sponsoring the Super Bowl halftime show. This was a good decision to not respond to negative comments, but I think they should have responded to the positive comments that supported the decision. If I was the brand manager, I would have used social media to promote Apples new deal with the NFL on all social media platforms. This would allow for millions of people to think about Apple Music as the new biggest music streaming platform and would bring in a lot of sales.
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