Social-Averse Apple Debuts Tumblr Campaign

Launches surprise 15-second spots for iPhone 5C

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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.

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