Today’s all about news from two companies: Nokia and Apple. As they fight for headline dominance, we learn about a separate little incident where Nokia managed to turn a minor Apple scandal into some good PR for itself.
This all started late last month, when Apple got its hands on a video originally filmed by Casey Neistat. His six-minute piece documented Apple fans waiting in line for the launch of the iPhone 5S, culminating in the smartphone’s retail launch.
Apple stumbled across the video on YouTube, and decided to co-opt it for its own purposes. It took the original, which raised some worthy questions about fandom and obsession, and removed any trace of that commentary, instead playing the video sped-up and with a new, upbeat musical track. Apple overlayed the film with headlines praising the successful 5S launch, and distributed it internally. Oh, and it scrubbed Neistat’s name out of it in the process.
This all came to light last week, and Mr. Neistat was very upset with what Apple did, saying, “I’ve never had my work stolen so adversely as this. They stripped all my branding off it and put their own name on it in such a harsh way.”
Why Apple’s been quiet about the incident, Nokia sure pounced on it, and yesterday Neistat posted the package Nokia sent him to Instagram: a shiny new Lumia 1020, just perfect for shooting some mobile video.
We know, it’s a minor kerfuffle (at least for everyone but the filmmaker), but it’s little moves like this that make us want to give Nokia’s promotions team more credit than they get.