After only 66 days, Apple decided to cut the price of their iPhone with 200 USD. Protests from Apple lovers were loud. They felt abused when they discovered their passion was nothing more than business. For Apple, this was just a profit maximization, especially with the Christmas holidays to come. Everybody knows this was going to happen (electronics always drop in price over time), but not that fast and with that amount!
The Nokia marketing team immediatly understood the feelings of these early adopters. Only 1 hour after the announcement, the Finnish company launched an Adwords campaign towards this target group. When early adopters Googled "iphone price drop", a sponsored link named "Sorry, Early Adopters" appeared. It referred to Mosh, Nokia's social network. The impact was huge as Nokia reached Apple's most loyal consumers right at the moment when they felt betrayed.
With this campaign, Nokia used 2 of the benefits of the internet: speed and creativity. Of course, this is only possible if you understand your target group long before this opportunity occurs.
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