How would you organize a launch event for the latest iPhone?

Clarifying Questions and Assumptions

Sometimes, interviewers provide not enough or too much information. Make sure to ask clarifying questions. In this case, before formulating a response, below are the questions to ask for more information:

• What is the budget for this event?
• Who is the primary audience for this event? (media, customers, partners, shareholders, etc.)
• What is the goal of this event?

Let's assume that there are field marketing and facilities teams to help execute this event. Let's also assume that the primary goal of this event is to drive the total number of pre-orders.

Define Goal

My objective is to drive a 10% higher number of device pre-orders within 30 days after the launch.

Identify Insights

I would review past iPhone launches to understand the best practices and learnings that need to be applied to this event.

I would also conduct existing iPhone customers to derive insights below:

• What are the demographic, geographic, etc. make of iPhone users?
• What are the preferred methods of communication for existing iPhone users?
• What publications do iPhone users usually read? I would hypothesize that the majority of iPhone users read the New York Times, Bloomberg, and Techcrunch.

Plan

To attain this objective, I would gather key stakeholders and decision-makers to formulate a plan for this event. This plan would outline deliverables for tactical items before, on the day of, and after the event.

To ensure we are tracking towards our deadlines, I’d set up periodic calls to get everyone together over a call.

I’d leverage the iPhone 12’s existing messaging/positioning document created by my colleagues and make the phone’s cutting edge camera as the key differentiator.

I would work with the field team to book the venue of the event and take care of the logistical details such as lighting, video, speakers, products, seating, etc.

Execution

In weeks leading up to the launch, I would launch a “The best is yet to come“ digital advertising campaign teasing some of the key features of iPhone 12, such as the cutting edge camera, increased battery life, augmented reality mode, and 5G support.

Additionally, to increase awareness and anticipation for this event, I would launch a Content Marketing Campaign. This campaign would offer an all-expenses-paid Cupertino trip to attend the launch event for the top 100 submissions from people that share stories about how they are using the iPhone to make a positive impact in the world.

On the day of the event, I would set up an instant communication channel among the organizers to ensure everything is going according to plan.

To maximize the “wow factor” for this launch, I would plan the announcement in the sequence below:

• I would have partner guest speakers (Game developers, App Developers, Telecom Carriers) on stage with us talking about the greatness of the new iPhone as the teaser
• Followed by Tim Cook officially announcing the product with the splashy video
• Followed by the designers talking about the accomplishments and design process involved in making the phone beautiful and durable
• Followed by the product manager and the engineering team announcing the latest advancements in the new iPhone and demoing the product
• Followed by the Product Marketer (me) highlighting the benefits of the most significant features of the new product.

I would put processes in motion so that As soon as the executive team announces the new product, our web and content teams would publish public-facing web pages, videos, pricing, etc. for the iPhone 12. Once the public-facing resources are released, the PR team would post our official announcements.

After the launch, I would kick off a “The best phone yet” digital marketing campaign that position iPhone 12 as the best phone in the market with videos, influencers, Google Ads, Social Media ads, and an email campaign to existing Apple subscribers.

To promote the iPhone 12’s latest camera and celebrate the creators, I would also announce the iPhone Creators Awards that awards the best photos and videos that have been captured on iPhone. I would open up these awards to the public to nominate their favorite creators and choose the winner by voting via their App Store app.

Feedback: Lastly, I would ask attendees, organized, and other stakeholders to share their feedback about how I can improve the event.