Is This Apple’s First Social Media Campaign?

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Social media is obviously not foreign to the Apple organization. iTunes, for example, has a strong Twitter presence with separate feeds for music, radio, movie trailers, etc.

It would seem, however, that the company turned to Tumblr for its first explicitly social campaign this week, using the Yahoo-owned network to promote the latest iPhone.

The “I See 5c” page consists of a series of “like”-able, reblog-able clips. They stick to a narrow theme with the “dots” on the back of the phones serving as characters to illustrate a brief narrative: one on a New York street corner, one at a concert, one on a skating rink, etc.

The page is ambitious: it contains spots in both French and Portugese, leading us to believe that it’s a preview for a larger campaign. Some Tumblr users report the page appearing in their dashboards as a sponsored stories, while commentors theorize that it might reflect a new push to boost the phone’s disappointing sales. At any rate, there will apparently be more to come:

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We’ll keep our eyes open.