Apple launched a Night Mode challenge, titled 'Shot on iPhone,' to highlight the picture-taking capabilities of the iPhone 11, especially in environments with dim or dark lighting. Photos that have been selected as winners will be showcased on Apple's Instagram account, and also on the Apple website. Additionally, winners of the competition will be compensated, through a licensing fee. This means that winning photos could be included in future Apple ads.
Apple's Night Mode challenge is not only a great way to engage its consumers and promote the capabilities of its device, but it will also provide them with user-generated content that can be used in the future for marketing purposes. Relying on user-generated content allows Apple to authentically reach consumers in a more cost-effective way than conventional advertising.
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