????WTVD-TV是美國廣播公司（ABC）的會員企業(yè),，位于北卡羅萊納州的羅利-達勒姆（Raleigh -Durham）。今年開春時，該電視臺的員工想出了一個絕妙的點子,。為了贏得觀眾的青睞,，同時也提升其在Facebook、Twitter,、以及Google Buzz上的形象,，該電視臺組織了一次抽獎，11名幸運觀眾將每人獲贈一部時下最為炙手可熱的消費電子產品：蘋果（Apple）iPad,。
????但是,，主辦方當時并沒有意識到，此舉正好與蘋果有關第三方促銷的規(guī)定（ Guidelines for Third Party Promotions）背道而馳,。當然,，如果他們事先做過盡職的調查,，應該不難認識到這一點,。蘋果深知，品牌是其最寶貴的一項資產,。正是基于這一理論,，蘋果就第三方使用其產品的相關事項出臺了一系列極為嚴格的規(guī)定。其中包括：（引用如下）
????? iPad,、iPhone,、以及iPhone禮品卡等產品不得用于第三方促銷活動。
????? iPod Touch只可用于特定場合,，且最低購買量不少于250部,。
????? Myriad Set字體不得用于網站、產品,、包裝,、手冊、促銷或廣告資料及其它相關文字材料,。
????? 禁止在任何涉及蘋果產品的場合以顯著方式（如標題,、叫賣等）使用“免費”字樣。
????? 所有與蘋果產品促銷相關的營銷材料必須上報蘋果公司審核,。
????上述幾項規(guī)定及其它相關內容記錄在一份長達兩頁的文件里,。這份文件早在今年1月已經出臺。但是,，蘋果只是近來才開始直接介入,，要求各公司照此文件執(zhí)行。今年早些時候,，《蘋果信徒》（Cult of Mac）的尼科爾?馬蒂尼利（ Nicole Martinelli）曾列數(shù)了三四十起高調的iPad抽獎和贈送活動,，其中包括Mashable、MacMall以及Mahalo等公司舉辦的抽獎活動,。而且,，就她所知,，組織上述活動的公司均從未被告知這些活動違規(guī)。
????蘋果拒絕對此發(fā)表評論,。
????譯者：大海 |
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????Earlier this spring, the folks at WTVD-TV, the local ABC affiliate in Raleigh-Durham, N.C., had a bright idea. To drum up interest in the station -- and raise its profile on Facebook, Twitter and Google Buzz -- it organized a sweepstakes contest and gave 11 lucky winners the hottest prize in consumer electronics: an Apple (AAPL) iPad.
????What the contest organizers didn't realize -- but would have quickly learned if they'd done their due diligence -- was that they'd just run afoul of Apple's Guidelines for Third Party Promotions. Operating on the theory that its brand is one of its most valuable properties, Apple has laid out some pretty strict rules about what it thinks you can and can't do with its products. Among them: (I quote)
????? iPad, iPhone and the iPhone Gift Card may not be used in third-party promotions.
????? iPod touch is only allowed to be used in special circumstances and requires a minimum purchase of 250 units.
????? You may NOT use the Myriad Set font on or in connection with web sites, products, packaging, manuals, or promotional/advertising materials.
????? The use of "free" as a modifier in any Apple product reference in a prominent manner (headlines, call- outs, etc.) is prohibited.
????? You must submit all marketing materials related to the promotion of Apple products to Apple for review.
????The two-page document that lists these guidelines -- and many more -- has been around at least since January, but it seems that Apple has begun reaching out to companies to enforce them only recently. Earlier this year, Cult of Mac's Nicole Martinelli counted more than three dozen active iPad sweepstakes and giveaways, including contests run by Mashable, MacMall and Mahalo. None of them, as far as she knows, was ever told not to do it.
????Apple declined to comment. |
