September 20th, 2012
Amazon hasn’t shipped out their new Kindle Paperwhite devices yet — but they did play a fun trick on some of their customers. Amazon invited them in for interviews about their current Kindles, in a new video they posted to YouTube. “Then we distracted them…” Amazon’s video explains, “and swapped their Kindles for all-new devices!”
“You guys are sneaky that way,” laughed one of the interview subjects… But it’s really fun to watch their first reaction to the Kindle Paperwhite.
“The screen. Higher resolution. Clearer. Not that the old one was bad, by any means.”
“But it’s really so much sharper. It’s pretty obvious. “
You can find the whole two-and-a-half minute video on the Kindle web page at YouTube (at youtube.com/Kindle ) And it’s fun to think that these are some of the first people to see the built-in “glow” of Amazon’s newest Kindle. The video cuts from one amazed Kindle owner to the next, but their words merge into one unified reaction.
“I love the light.”
“Oh, god. That is amazing. I never even knew I needed it. But I love it.”
“That is going to revolutionize everything.”
“I mean, it looks fantastic…”
I wondered whether I’d like the shiny effect of the Kindle Paperwhite, or whether I’d find the extra brightness to be distracting. But one of Amazon’s “sneak previewers” seemed to find the new technology both subtle and pleasing. “It doesn’t jump out at you,” says an aircraft fueler named Thornin. “It doesn’t cause any eye strain. It doesn’t even leave the screen…”
“I can’t stop smiling.”
“It’s a big step up…”
“This is exactly what Star Trek promised me would happen.”
It’s a very effective ad –featuring seven different customers. There’s a homemaker, two retirees, a career coach, plus a software developer and a production designer. (Besides the aircraft fueler). While gentle music plays in the background, the ad shows all these intrigued people giving Amazon’s newest device their intense scrutiny. And then they’re shown with a calm, intense delight — along with big smiles and excited laughter. And the ad closes with one last word for people who’ve already ordered their Kindle Paperwhites.
“It’ll be fun. I’m excited.”
And remember: You can pre-order the new touchscreen devices — with their new built-in lights — at tinyurl.com/KindlePaperWhite !