Apple is known for eschewing popular social media platforms such as Facebook and Twitter.
So it's interesting to see the company launch a Tumblr page this weekend, complete with four dedicated 15-second videos delivered in English, French and Spanish. Their titles: "Porte de Lilas" (the gates of Paris); "Viva o Carnaval" (Live the Carnival); "Showtime; and, "Enjoy the Show."
The spots pitch the five-month-old iPhone 5C, featuring the product's colorful look and accessories. The campaign tagline: "Every color has a story."
The development began making the Twitter rounds on Sunday. Adweek reached out to Tumblr for more information but didn't get a response from the New York company.
Additionally, Apple's play suggests that Tumblr—which Yahoo purchased for $1.1 billion last year—is attracting a greater array of marketers. While the platform has been a hit with movie brands such as Paramount's "Anchorman 2: The Legend Continues," it is going to need more consumer product brands to get on board as it looks to increase monetization.