SanDisk launches ‘iDon’t’ anti-iPod campaign
SanDisk, the No. 2 seller of digital music players in the U.S., has drastically stepped up its efforts to take on the iPod with a new Guerrilla marketing campaign. The company’s “iDon’t” campaign, launched over the weekend, consists mainly of an anti-iPod website, but also includes paid foot soldiers at university campuses. The “iDon’t” website’s main purpose is to promote SanDisk’s Sansa e200 music player by communicating to consumers that owning an iPod is unoriginal and that iPod users are followers.
“Calling all free thinkers, contrarians, and malcontents. The time has come to rise up against the iTatorship,” the site’s manifesto reads. “To resist the monotony of white earbuds and reject the oppressive forces of cultural conformity. Now is the time to break free from restrictive formats and a single source for music. Its time for choice, for freedom, for self expression—and for independent spirits to stand up and say ‘iDon’t’. You don’t need to follow. There is now an alternative.”
The “iDon’t” website proudly links to anti-iPod websites like Cyber Rodent, Anything But iPod, and iPod’s Dirty Secret. SanDisk is also selling T-shirts and offering free downloadable posters and desktop pictures featuring artwork such as iSheep, iChimp, iFollow, iHerd, iSchackle, iDroid, and iPuppet.
The SanDisk campaign is being handled by Grey Direct, which calls itself “a world-leading direct marketing agency with a focus on maximizing return on investment.” A news entry on the site by “Eric (a.k.a. Da Sheep Herder)” reads: “This site and the iDon’t campaign are the creation of several of us renegades behind the new Sansa player, from SanDisk. And this is our playful way of saying “Enough! Yeah, we’re just fed up with the ever-expanding flock of iSheep swarming through our cities. You’ve seen them. They’re everywhere. Every bus, train and city sidewalk is a mass of white headphones. Blindly they’ve bought into the hype without ever realizing there are other mp3 players out there.”
iLounge has received at least one report of an “iDon’t” representative approaching college students on campus offering free T-shirts. An iLounger reports that he was handed a black tee featuring an illustration of a chimp wearing Apple’s popular white earbuds (shown below). “So today, when I came out of my Monday morning lecture at university, putting my earphones on I notice this girl coming up to with a T-shirt,” he says. “At first I thought she was one of those annoying survey people, but I noticed there was more of them and then when I pulled my ear phone off she said ‘It’s iDont.com!’ staring at the T-Shirt realizing that there is an ape with white earphones. She gave it to me because I have black earphones.”
SanDisk’s director of consumer product marketing, Eric Bone, said in February that the company wants to be “a strong No. 2 in the MP3 space,” adding that “there are people who, no matter what, will buy an iPod. All I want is for people to think there is an alternative.” SanDisk, which began selling digital music players in November 2004, used its weight in the flash memory industry and strong presence at American retailers to sell one million players during this past year’s holiday quarter, putting it in a distant second place to Apple.
If you have a comment, news tip, advertising inquiry, or coverage request, a question about iPods/iPhones/iPad or accessories, or if you sell or market iPod/iPhone/iPad products or services, read iLounge's Comments + Questions policies before posting, and fully identify yourself if you do. We will delete comments containing advertising, astroturfing, trolling, personal attacks, offensive language, or other objectionable content, then ban and/or publicly identify violators.
- Apps of the Week: SimCity BuildIt, Run Sackboy! Run!, Star Wars: Galactic Defense + more
- Trent Reznor working on Apple music project
- Magazine publisher Fleishman explains iOS Newsstand’s failure
- Jony Ive: Apple Watch was a ‘design challenge’
- Apple reverses course on iOS calculator widgets
- Tim Cook: ‘I’m proud to be gay’
- AT&T and Verizon tracking customer web activity
- iOS updates causing Mophie Juice Pack Air compatibility problems?
- FTC launches complaint against AT&T over unlimited data throttling policies
- Apple VP Joswiak testy at Code/Mobile event
- Rokform Crystal v3 for iPhone 6
- Uniq Bodycon, LifePro, and Helio for iPhone 6 + Bodycon for iPhone 6 Plus
- Trident Case Aegis, Cyclops, Kraken A.M.S. + Perseus for iPhone 6
- Incipio Stowaway Advance for iPhone 6 Plus
- Apple iPad Air 2 Smart Case
- Apple iPad mini 3
- Alpine Headphones
- Apple iPad Air 2
- Speck MightyShell for iPhone 6
- Misfit Flash Fitness + Sleep Monitor
- Instant Expert: Secrets & Features of iOS 8.1
- An Easy Guide To Setting Up + Using Apple Pay In iOS 8.1
- Ten Things You Didn’t Know About iPad Air 2 + iPad mini 3
- Mind The Gap: What’s iPad’s Role In An iPhone 6 (Plus) World?
- Editorial: Why I Switched To T-Mobile (And You Might, Too)
- The Early Guide To Apple Watch Apps
- iLounge’s Top iPhone 6 + iPhone 6 Plus Case Picks (Fall 2014)
- Instant Expert: Secrets & Features of iOS 8.0
- Multi-Editorial: On Apple’s iPhone 6, iPhone 6 Plus + Apple Watch
- What’s New In Apple TV 7.0