On September 7, 2016, U.S. time, the annual "Spring Festival Gala" and the Global Apple Fan Carnival in the science and technology community came as scheduled.

Overall, the highlights of this conference were really lackluster. The features of iPhone 7 have been spoiled a lot before. People generally feel that Apple is not as disruptive as before.

After the press conference, Apple launched a 107-second "flash" summary video that was amazing, and the fast-paced cool editing made it difficult to take your eyes away.

But just like any popular event, for other brands, "hot spots" are a reserved item regardless of the content of Apple's press conference. In this technological event that attracts global attention, brands will not miss this good opportunity to increase their presence on social networks.

When it comes to leveraging marketing, the first thing most people think of is Durex, the veteran "hot spot" brand, which actually posted three pictures in one go. As early as August 30, Durex had warmed up early and released an advertising picture of colorful sets asking you to "come here 7 times first." People with a discerning eye will see that this picture is imitating the conference preview poster on Apple's official website.

Early in the morning after the press conference, Durex’s second poster was not so easy to understand. Many people have speculated in the comments what this means. Maybe the core meaning is "wireless headphones, can't be plugged in"? Dirty, this is very Durex.

Perhaps it’s because too many people can’t get the idea of the second picture, but the idea of the third picture is much easier to understand. Let’s make fun of Apple’s new Bluetooth headset Air Pods, which is easy to lose, which corresponds to the Air series of its own products. Interestingly, the publishing page of Weibo has also been changed to "outdated iPhone 6s Plus".

The crazy complaints caused by Air Pods headphones have inspired cartoonists to design the most popular peripheral - earphone plugs.

Okamoto, another condom brand, also wants to follow Durex’s lead and get a share of the hot spots. However, whether judging from the creativity of the copywriting or the number of comments, Okamoto still has a long way to go if he wants to defeat Durex in leverage marketing.

Before the press conference, McDonald's had already played with the homophone of "7" and promoted its new French fries.

Coca-Cola is also playing homophonic tricks.

In addition to making a fuss about the name, some brands are also creative for the new features of iPhone 7. For example, Haier washing machines emphasize that Apple phones have dual lenses and they also have dual barrels.

It's really "Apple"! Even the Japanese Embassy in China came and took the opportunity to promote apples from Aomori, Japan.

Also, Nestlé put an apple on the poster. Is it planning to launch apple-flavored coffee?

In addition to commercial brands, various national institutions are now increasingly using popular events on social networks to popularize science. Faced with the enthusiasm for purchasing agents every time a new phone is released, the customs has finally taken action and told you that you will have to pay taxes when bringing mobile phones from abroad, so you should just buy them from the national bank.

In this round of hot marketing about iPhone 7, which one do you remember?