Unbelievable what a mess Napster’s making of a very good premise.
They point out in their new ad campaign for Napster-To-Go that it would cost you $10,000 to fill your iPod with 10,000 songs purchased from iTunes, whereas you have your choice of a million songs for your Napster-compatible MP3 player for only $15/month.
So why is Napster’s new venture imploding as you read this?
Start with a terrible ad campaign featuring the Napster Cat (leading this post), seen yesterday in a very expensive ad during the Super Bowl that ranked 55th out of 55 in audience preference.
Yes, someone’s got to be last, but you certainly don’t want it to be your new product.
Put that disaster up against the fact that Apple’s now considered the coolest brand on the planet, and you’re starting out with a distinct handicap.
I mean, the Napster Cat looks and acts as if it could have been created by the same ad agency responsible for Microsoft’s dreaded Butterfly.
Then, as if the painfully bad Super Bowl commercial weren’t enough, I opened my USA Today only to be greeted by a giant ad saying “Do the math”, featuring the same equations that adorned the signboard held up by the cat on TV.
Does anyone really want one of those dreadful-looking Dell MP3 players?
Memo to Napster: next time run your ad by me and save yourselves a few million dollars.