First Apple iPhone Online Auction Presented by Alicia Keys
First Apple iPhone Presented by Alicia Keys auction
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First Apple iPhone Presented by Alicia Keys
  • 100% of final bid price to support Keep A Child Alive Foundation
  • Final Bid Price: $100,000.00 USD
  • Over 143,000 unique visitors
  • Exposure to over 15 million
  • Final Number of Bids: 22

Vonality was called upon by Anomaly NYC to sell the First Apple iPhone. This phone was purchased first in line by Spike Lee and was presented by musician and singer Alicia Keys at the Black Ball Gala honouring Bono.

A week of planning closely with the Anomaly team to secure deliverables, and a week of pre-promotion gave the auction 2 weeks to be pulled together – Vonality worked around the clock to ensure the online campaign's success.

From integration of social media such as YouTube and Facebook and designing the look and feel of the branded auction site, the moving parts came together to bring awareness to the charity and lift the profile of Apple and their social responsibility.

The First iPhone quickly became one of the most watched auction items and quickly caught the attention of the media (including CNN). The story of the first ever iPhone being sold for charity was featured on many websites and radio stations worldwide.

Launching the First Apple iPhone through an online auction quickly synched with Apple’s messaging as a leader, not online in new innovative technology – but in new innovative cause marketing initiatives. This campaign allowed fans from around the world to bid on a chance to win the “first ever” Apple iPhone and interact with the Apple brand and a cause marketing campaign like never before.

Once the First Apple iPhone auction bid price reached $100,000.00 with Vonality Bidder Qualification in place, the media and auction’s watchers were amazed and supportive to see the amount that was raised for charity.

Vonality was able to market out to blog and fan sites, send out press releases and e-mail blasts featuring the First iPhone auction positioning Apple as a global market leader in technology and social cause marketing through this online auction campaign.

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