Ah, mimicry. DefaultCase.com is making hay off of Apple’s iPhone 4 reception troubles by running contextual ads online next to articles about iPhones. The banners are designed to look like official Apple ads (same fonts, layout style), and clicking through to the site offers a killer promise — get an iPhone case that solves your antenna issue for only 1 penny!
The math is impossible, you say? Why, yes. Check out and the company adds $3.99 for shipping and handling. USPS tells us the cost to ship a 3 oz. package is $1.22, leaving DefaultCase with a nice estimated $2.78 for each small piece of plastic. Great case study in how to manipulate prices to convey value, while also riding a major company’s bad press.
P.S. The site also suggests the cases are a $35 value. A touch of reference pricing to sweeten the deal. Yum.
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