The local arm of Apple has begun a campaign to boost positive attitudes around the upcoming Fifa 2010 Soccer World Cup.
The company unveiled its 2010 campaign, called the A-Z of ZA, at Apple Week, which ended yesterday at the Sandton City Fountain Court, in Johannesburg.
Alongside the campaign, the company is running a competition asking South Africans to send in their A-Z of SA, as a photobook.
The company says there has been a negative attitude around the coming soccer spectacular, which it hopes will change when people start to look closer at what they have in the country. Showcased at the event were some ideas of what the company considered typically South African, including a fast dwindling supply of Chappies, which represented the letter C.
International consumers also tried to buy the Veldskoen and Tekkies, which were on the stands for V and T.
The competition seems to be limited to those people who have access to iPhoto, the Mac's picture software, where they can drag and drop images into a photobook template. The company will give away one of 50 new iPod Nanos to those compiling books that represent SA best.
Apple is not a sponsor of next year's soccer event and the campaign is a marketing exercise. However, the company says it wants to show the world what SA is about, and the people best placed to do that are South Africans.
The company says people looking to enter the competition can check its Web site for more details.
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