12 Volt Initiative in Talks with Apple
June 11, 2010 by Amy Gilroy
Filed under Car 1
The 12 Volt Initiative is conducting ongoing talks with Apple regarding a possible participation in an industry-wide promotion for car audio.
Members of the Initiative—formed to raise awareness of aftermarket car audio—started making trips to visit Apple 1 ½ years ago and found Apple receptive, although a change in management of the iPod team at the time prevented further collaboration during the first 12 Volt Initiative promotion last year, says Steve Witt chairman of the Initiative’s governing board.
“We decided we needed to go to Cupertino [Apple headquarters] and talk to the iPod management team and make them aware of what the Initiative was doing and its purpose—to improve the category results… we asked the iPod team if they could see any opportunity to participate in the Initiative’s promotion…The iPod management team was very receptive to what we we’re doing,” said Witt. Unfortunately, due to management changes, “while they completely supported and encouraged us, they weren’t prepared to define any specific role they could play,” said Witt.
The Initiative remains in contact with Apple. “The head of automotive integration is always engaging us and asking what’s going on. And I think that if we come forward with some kind of a proposal that Apple would be willing to at least listen.” Witt added, “several ideas were discussed and brainstorm tie-ins and promotional ideas.”
The 12 Volt Initiative is working towards a second awareness campaign but is not yet announcing a formal plan. The first promo was a viral video called Car Dance Mob that launched iNovember 20 last year. It fell short of many industry members’ expectations, although it was said to meet its goals.
Source: CEoutlook
