Dillon Horowitz is on his way to New York City’s flagship Apple store from Woodstock, N.Y. with a cow named Daizy, a calf and a milking goat.
Horowitz’s plan is to host an animal meet-and-greet for the Apple fans who have already started lining up in anticipation of the iPhone 4S release. He’ll be handing out cups of warm milk, putting up cardboard cutouts of cows for photo opportunities and — of course — dropping lots of cards with QR codes on them linking to an iPhone game he created: The Milking App.
Horowitz and his Cows Gaming cofounder Gilad Shai aren’t the only business people who have spotted a marketing opportunity in the captive audience which tends to gather in front of Apple stores hours or even days before new product launches. Earlier this year, a man who paid $900 for the first spot in the iPad 2 line cited promotion for his app as his primary motivation. In Sydney, two doors down from the iPhone 4S line, Samsung has a pop-up store that sells the Galaxy S II for just $2. And iPhone-case maker OtterBox is handing out survival kits and pizza to the line in front of an Atlanta AT&T store.
This is the first time we’ve seen an Apple line promotion involve a live cow, however. Getting permission to bring a group of farm animals to the city involves no small amount of paperwork, and Horowitz says he started the process of applying for a permit about a year ago. Originally he wanted to bring the cow to Union Square, but decided on the Apple store because “it just felt right.” Daizy will be stationed across the street from the Apple store on public property from about 4:00 to 9:00 p.m. Thursday.
Her trip to New York City has certainly got our attention, but it also has us wondering how much of Apple’s consumer catnip can really rub off on those who crash its party. Will Daizy’s trip to the Apple store really foster affection for The Milking App? Horowitz certainly hopes so.
“You should really come down to meet Daizy,” Horowitz says. “She’s a really charming, amazing cow.”