Samsung: Reality Non-Traditional Marketing Campaign (Campaign Strategy, Development, Execution)

Samsung Reality Marketing Campaign ReportAugust 31, 2010

Samsung Reality Marketing Campaign Report | NYC Guinness World Records Dodgeball Event | August 31, 2010

Contents

ExECutivE SuMMaRy 3

Campaign Overview 4

Summary of Campaign KPis 5

EvaluatiOn Of CaMPaign ElEMEntS 6 influencer Marketing 7

Street teams 11

Organizational Outreach 14

Event Marketing 16

Digital Strategy 21

Social Media Strategy 28

Public Relations 31

Radio Remotes and Sweepstakes 35

Mall advertising 39

CaMPaign CREativE aSSEtS 41

influencer Marketing 42

Event Marketing 43

Radio Remotes and Sweepstakes 45

Mall advertising 46

COntaCt 47

Executive Summary

Samsung Reality Marketing Campaign Report | NYC Guinness World Records Dodgeball Event | August 31, 2010 4

thE ChallEngE

tO PROMOtE thE launCh of their latest product at Verizon, the Samsung Reality, Samsung Mobile contracted Pinnacle Marketing Group to develop and execute a strategic marketing campaign delivering on the following objectives:

• Focus on consumer engagement over traditional marketing methods—resonating with the consumer in a unique, personal way

• Build consumer awareness and buzz around the Reality—generating demand at the channel

• Augment Verizon’s ongoing promotions—providing a value-add

thE SOlutiOn

PinnaClE MaRKEting gROuP PROPOSED a robust, non-traditional marketing campaign divided into two phases, awareness and demand.

thE aWaREnESS PhaSE incorporated influencer marketing, event marketing and social media promotion to introduce consumers to the Reality in a manner than was unique, memorable and buzz-worthy.

• A Guinness World Record-Setting Dodgeball game was held on May 12th in Manhattan—providing a once-in-a-lifetime experience for 712 attendees within the target demographic (15-24 year olds) while creating a quality experience with the brand

• An Influencer Program was created to promote the event and drive awareness for the Samsung Reality—leveraging the peer networks of ten (10) socially-connected evangelists within the demographic to build brand credibility and heighten engagement

• Street teams and an organization outreach plan were utilized to further promote the event—increasing reach and ambient awareness

• A Samsung Reality Facebook Fan Page was created, with a dedicated Dodgeball tab where potential participants could register and get more information on the game, while exploring the Samsung Reality. Social media sharing on Facebook, Twitter and Google Buzz were integrated into the event tab, allowing for viral promotion of the event. The page also featured a facebook application called “reality remix”—built to engage fans in a fun, shareable experience that also communicated the value proposition of the phone

• A Post-Event Video was produced—capturing the high-energy atmosphere, showcasing the attendee experience and commemorating the win, all while integrating the Samsung Reality. The video was uploaded to YouTube before being embedded in a Press Release sent to the wire, creating a highly-branded and engaging PR opportunity

thE DEManD PhaSE was designed to continue the momentum generated during the awareness phase, keeping the reality omni-present in the mind of the consumer and driving purchase.

• A Radio Marketing Program combined remote appearances at high-profile concerts in the l.A. And chicago markets with a sweepstakes contest in both markets for a trip for four to the 2010 teen choice awards—reaching a large, targeted audience

• Mall Advertising in the LA, Chicago, New York and Atlanta markets is planned for July, August and September. The selected malls were targeted based on the presence of a verizon wireless store—allowing for mass exposure to the reality consumer, with a call-to-action to purchase the reality today

Campaign Overview


highlightS

• Samsung Mobile won the Guinness World Record for the Largest Dodgeball Game in History

• 86% of the event’s attendees were not current Samsung owners, yet 74% indicated that after attending the event they would consider purchasing the Samsung Reality, showing a strong uptick in purchase consideration as well as customer conversion

• 9.7M PR impressions were generated, with placement in 105 media outlets to date, 104 of which mention Samsung Mobile and 91 specifically referring to the Samsung Reality

• The Samsung Reality Facebook page continues to grow in popularity, with over 10K fans making it one of Samsung’s most popular product fan pages to date

• The Samsung Reality Dodgeball Event highlight video has been viewed over 25K times since its release last month, making it one of Samsung Mobile USA’s Top 10 most-viewed videos

• The Samsung Reality Marketing Campaign exceeded expectations, creating an extraordinary number of brand impressions with the right audience in a unique, memorable way.

iMPRESSiOnS: 380,667,359

invEStMEnt: $700,000

COSt PER iMPRESSiOn: $.002

Summary of Campaign KPIs

“This was a unique and unusual way to promote a new handset, and that was something that was important to us in telling the story behind this handset. It’s always nice to set a world record and we generated a lot of inexpensive publicity and word of mouth about this. Ultimately the pay-off will come in sales of the new handset and we are very pleased with the results so far.” ~Paul Golden, CMO, Samsung Mobile

Evaluation of Campaign ElementsInfluencer Marketing

Street Teams

Organizational Outreach

Event Marketing

Digital Strategy

Social Media Strategy

Public Relations

Radio Remotes and Sweepstakes

Mall Advertising


tO SPREaD thE MESSagE of the Samsung Reality quickly and in a method that resonated with our target demographic, ten (10) Key Influencers in the tween, teen and young adult communities were hand-selected to virally communicate a Samsung Reality Guinness World Record Dodgeball Event to their peer networks.

For three weeks, the 10 brand evangelists promoted the event and the launch of the Samsung Reality through their social networks utilizing a suite of print and digital assets. The influencers targeted 15-24 year olds in NYC via social networking sites, email listservs, blogs, SMS/MMS messaging and street level activation. The team utilized their connections at high schools, colleges, intramural sports teams, and clubs/organizations to spread the word about the upcoming Dodgeball World Record event.

On the day of the event, the influencers were onsite, equipped with Samsung Reality phones which they personally introduced to their peers—taking photos, demonstrating features and providing meaningful endorsements.

Influencers were chosen for the campaign because they are, by definition, connected, with robust social networks that can be utilized to maximize awareness in a short time period.

Influencers are significantly more likely than the average teen to participate in social media activities and evangelize brands to their peers:

• 97% spending two hours per day on a social networking site

• 95% updating their statuses at least once per day

• 91% having more than 500 friends on their social networks

• 87% evangelize brands within their network, versus 50% of average teens

Teen Social Media Influencers Wield Power Online and Offline, myYearbook.com and Ketchum Global

Research, May 25, 2010

Influencers are admired by their peers, who often look to them for advice or to identify new trends:

• #1 influencer on technology, brand and service decisions for 16-24 year olds –other 16-24 year olds

Marketing and Advertising to Youth, Mobile Youth, 2009

Influencer Marketing – Overview


BEnEfitS

• Targeted to the right audience, using the right communications channels

• Capitalized on relationships, building trust and increasing purchase consideration within the target audience by providing personal endorsements of the product before, during and after the event

• Utilization of social media/messaging underscored key features of the phone, allowed for quick deployment, and increased reach

KEy lEaRningS

• More lead time would have provided optimal results. Recommend for future programs 6-8 weeks pre-event promotion

EStiMatED tOtal iMPRESSiOnS: 353,190

SOCial MEDia: 339,620

POStERS/flyERS: 9,205

faCE-tO-faCE EngagEMEntS: 4,365

Influencer Marketing – KPIs


Influencer Marketing – Highlights“ Samsung Mobile will be remembered for

a while here in the minds of us New York sports players!”

“ Thanks, Samsung Reality, for putting together such a fun game! Hope to break our own record again next year!”

“ Glad I was able to make it! I was pegged out in the first (2) minutes of the game, but still an unforgettable experience.”

“ My dad just got my sister the Samsung Reality. She loves it! ”

“ This was an awesome event! Definitely one that I will remember!”

All images taken with Samsung Reality phone.


“ I won a $5 gift card! Awesome. Seems like everyone is going home a winner.” “ I have been looking forward to this

event all week!”

“ Where will the next big Samsung Mobile event be held? I want to be sure that I help make history again!”

“ What is the cost of a phone and starting up a new plan with Verizon Wireless?”

“ Can I play around with the phone?”

All images taken with Samsung Reality phone.


Street Teams – Overviewa StREEt tEaM of seven (7) brand ambassadors hit the busy streets of Manhattan one week prior to the event to create buzz and build excitement around Samsung Reality’s record-breaking dodgeball attempt, supplementing the influencers promotional efforts. Dressed in attention-grabbing Samsung Reality “Dodgeball” gear and carrying official game dodgeballs, the team distributed over 6,000 flyers, posted 75 posters, and personally engaged with over 8,000 people.

Areas of focus included high-traffic locations near the venue with a high concentration of high school and college students:

• Lower East Side (NYU)

• Gramercy (Baruch College)

• Upper West Side (Fordham & local high schools)

• Midtown

• Murray Hill


Street Teams – KPIs BEnEfitS

• Generated additional brand impressions and event awareness during the critical one-week promo period leading up to the event

• Geo-targeted areas in close proximity to the venue to reach individuals with a high likelihood of attendance

• Accessed the target audience with promotional activities in demo-appropriate locations, creating face-to-face engagements with the Reality’s target consumer

• Ability to have peers within the target audience personally endorse the product and event, answer questions on the spot, and generate excitement through shared enthusiasm

KEy lEaRningS

• Poor weather conditions the week prior to the event hampered street team efforts, as foot traffic was lighter, but underscored the value of holding the event indoors for rain/shine conditions


POStERS/flyERS: 58,620

faCE-tO-faCE EngagEMEntS: 8,100


Street Teams – Highlights

“ Can my Mom and Dad play in the game too? We are a sports oriented family and they would LOVE this game!”

“ DODGEBALL!? Sign us up, please!”

“ Wow! A free event? We have to pay for everything around here. This should be a blast.”

“ The event is being held indoors?! Cool! I can’t imagine that many people in one place at one time playing a game of dodgeball.”

“ We ALWAYS get flyers walking down the streets and this is one flyer we actually are excited to get. This is cool!”

“ I am a cheerleader at NYU! Do you have professional cheerleaders on the sidelines cheering on each team?!”


ORganizatiOnal OutREaCh EffORtS tapped into influential organizations within Manhattan and the surrounding area, creating meaningful partnerships. Outreach was targeted to dodgeball and local sports organizations, youth sports leagues/gyms and neighboring high school and universities. The event was also posted on several popular event sites to generate additional awareness and broaden reach.

Organizational Outreach – Overview

Dodgeball & Local Sports Organizations

• Partners: NYC Social Sports Club, Zog Sports, Party Dodgeball, Downtown Dodgeball, Brooklyn Kickball, The NDL, Big Apple Dodgeball, WAKA

• Result: All organizations sent 1-2 emails to the avid dodgeball fans within their network

• Partners: YMCA, NYSC, Crunch, 24 Hour Fitness, NYHRC, Dolphin Fitness, MAD Sports, NYRR, Front Runners, Big Kids Dodgeball, West Side Little League, Urban Dove

• Result: All displayed posters and/or hosted a dodgeball event banner on their homepage for 1-2 weeks

• Partners: Columbia, NYU, Pace University, Fordham University, Queens College, Baruch, Hunter College, Manhattan College, Union Hills HS, Teaneck HS, Memorial HS

• Result: All schools distributed posters/flyers, half of the schools sent email blasts to their student activities listserv

• Partners: Sportsvite.com/dodgeball, Eventbrite.com, Metro212.com, Findingdulcinea.com, FreeNYC.com, NYCgo.com, NYC.com, HelloNewYorkCity.com, CItyGuideMagazine.com, Eventful.com, Urban Madness, New York Event Guide, New York Metro Mix, Meetup.com, and various sports and event bloggers

Youth Sports Leagues & Gyms

Universities & High Schools

Event Sites


BEnEfitS

• Combined age range target with additional criteria (including sports interest) to create a micro-targeted, relevant outreach effort

• Posted the event to high-traffic event websites, including websites specializing in free events, overcoming potential attendance objections and creating awareness for potential attendees visiting from other states, and even other countries. Participants from as far away as Argentina attended the event after seeing it online

Organizational Outreach – KPIs KEy lEaRningS

• Organizational outreach should begin at least 4 weeks prior to the event for maximum impact. The sports leagues were excellent evangelists for the event and would have benefited from additional lead time

• Email marketing with existing Samsung Mobile and Verizon mailing lists could have provided additional traction and should be utilized in future event marketing efforts


SOCial MEDia: 109,400

POStERS: 3,824

faCE-tO-faCE: 3,200


On May 12th, 2010, The 69th Regiment Armory in Manhattan became the site of the Samsung Reality Guinness World Records Dodgeball Game. The drill floor of the home of the Fighting 69th was prepared for battle with 600 balls lined up as 712 attendees came through the doors to make history

• As players entered the venue, they were divided into two teams and given a Samsung Reality-branded team t-shirt, as well as wristbands bearing the event Twitter hashtag #DodgeThis—providing attendees both a relevant branded giveaway capable of generating additional post-event impressions, and a tool to communicate their event participation virally via social media

• Pre-event, attendees were kept engaged by a Verizon promo team running contests, playing music, demoing the Reality, handing out coupons for purchase of the Reality, and hyping the crowd

• A Samsung Reality promo team comprised of Samsung FMOs and the Influencers was also on site, interacting with attendees—taking photos with and demoing the phone. In total 38 Reality phones made their way through the audience, reaching over 70% of the event attendees for hands-on trial and brand engagement

• Throughout the venue, Reality-branding was hyper-prevalent. (4) 8’ Feather banners, (1) 12’ x 12’ outdoor banner, (2) 20’ x 8’ indoors banners, (1) 8’ x 3’ indoor banner, 300 feet of mesh fencing, 762 t-shirts and a 16’ x 12’ video screen playing Reality feature footage—all promoted the Samsung Reality

• An adjudicator from Guinness World Records was in attendance to certify the win as 712 players lined up and set an official Guinness World Record for the Largest Dodgeball Game ever played

Event Marketing – Overview


• As attendees were knocked out of the game, the promo team circulated throughout, gathering input on impact to purchase consideration via surveys, handing out scratch-off cards with Reality imagery and key features for instant wins of Ticketmaster Gift Cards and Reality phones, and allowing attendees to spend additional time trying out the Reality

• Emcees called the plays, integrating the Samsung Reality throughout the event experience – from demoing the phone to people waiting in line – to raffling off 10 phones to members of the winning team

Event Marketing – Overview (continued)

Event marketing is widely considered to be one of the most effective mediums for building purchase consideration. The optimal time of engagement to relay the true core value of a brand through a live experience is at least two minutes. The Samsung Mobile dodgeball game provided 3 hours of consumer/brand interaction, engaging customers in a meaningful way. Consumers were willing to spend time with the Samsung Reality phone because the dodgeball event connected with them at the right moment, in the right place and in a manner that felt relevant and enjoyable to them.

The Samsung Mobile dodgeball event resulted in a powerful increase in the depth of brand differentiation and emotional connection, which in turn accelerates the cycle of conversion and purchase. The value of this transformation of stakeholders from awareness to commitment to brand evangelist pays off not only in short-term sales but in long-term loyalty – all strong proof of an exceptional event ROI.

• The press was in full attendance, and had the opportunity to interview Kim Titus, Director of Public Relations for Samsung Mobile

• A professional photographer and video team were also on site, capturing the story for post-event press opportunities, as well as social media sharing on Facebook, so attendees could find and tag themselves, promoting their involvement in the historic event to their network of peers for additional brand impressions


BEnEfitS

awareness:

• 38 live Reality phones were demoed with participants for 4 hours pre-event (Samsung FMO Street Team, Influencer Marketing Team, Emcees, Verizon Wireless booth) and throughout the event experience—allowed for a targeted marketing opportunity as key features and benefits of the phone were demonstrated live

• 70% of attendees were able to personally interact with a Samsung Reality phone—creating a personal, hands-on interaction with the brand

• 86% of the event attendees did not own a Samsung phone prior to the event—providing access to a new group of customers

Event Marketing – KPIs

• (4) 8’ Feather banners, (1) 12’ x 12’ outdoor banner, (2) 20’ x 8’ indoors banners, (1) 8’ x 3’ indoor banner, 300 feet of mesh fencing—promoted the Samsung Reality with device images, logos, and key features

• 16’ x 12’ video screen played footage of the Samsung Reality—highlighting features and the value proposition

• 1,212 Scratch-off cards featuring images and key features of the Reality distributed to attendees—serving as a driver to the Verizon store, as well as the Samsung Reality website. Onsite coupons for $35 off a Reality were given out to help turn consideration into purchase

• 712 attendees left with Samsung Reality branded t-shirts, countless photos and videos that were shared to their social networks—creating additional brand awareness for the Reality post-event

• Exceptional PR both pre and post event, with a total of 9,766,310 impressions (discussed in detail in a separate section of this deck)


BEnEfitS:

Consideration:

• 74% of attendees responded to an event survey that they would consider purchasing the Samsung Reality phone (from a survey sample of over 55% of attendees)

Purchase intent:

• 42% of attendees surveyed felt the Samsung Reality fit with their phone wants/needs and indicated that they were “Very Likely” or “Likely” to purchase the phone

• 55% of attendees increased their attitude/interest in learning more about the Samsung brand

advocacy:

• Attendees who indicated that they were interested in purchasing a Samsung Reality phone, have a likelihood of creating an additional 52,688 brand impressions through positive word of mouth

time Spent with Consumers:

• 70% of attendees spent between 5 - 10 minutes learning about the Samsung Reality phone

Customer Conversion:

• 86% of attendees didn’t own a Samsung phone

• Yet 74% left the event interested in purchasing a Samsung Reality phone

Event Marketing – KPIsKEy lEaRningS

• An indoor venue was an excellent choice, as demonstrated by the rainy weather the day of the event

• More Samsung signage outdoors would have attracted additional foot traffic

• Additional signage at half-court or gobos would have increased the branding appearing in event photos

• Branded dodgeballs would have added significantly to the onsite branding, but could not be produced in the limited time frame

• A green room area for press would have allowed the event PR representative to better manage media requests

EStiMatED tOtal iMPRESSiOnS: 3,460,585


Event Marketing – Highlights

This is Chris Thomas. He drove up from Baltimore, MD to participate in the event! He updated his FB profile picture to show him @ the Samsung dodgeball event.

“

Under Samsung’s sponsorship we set a new Guinness World Record for the largest dodge ball game EVER! Friggin amazing. I will forever wear my Blue Team shirt with the pride of our victory

over the Yellow Team.”

“ I really like this phone, what else do you need in a phone? It has everything I need and more in a phone. This is just perfect for me. Thank you, Samsung – you’re the best!!”

“

A free shirt, a dodgeball, mad pictures, a dope video, a $50 Ticketmaster gift card and being part of the Guinness World Records. I think last

night was a definite win.

”86% of event attendees didn’t currently own a Samsung phone 74% of event

attendees responded that they are now interested in purchasing a Samsung Reality

70% of event attendees personally interacted with a Samsung Reality phone


Digital Strategy – Overviewa ROBuSt htMl Facebook fan page, www.facebook.com/samsungreality, was designed to serve as the hub for all Reality communications, underscoring the value statement of the Reality as a social media phone with mobile web capabilities.

On thE faCEBOOK PagE, a flash video on the Explore tab takes visitors through the key features of the Reality phone, calling out benefits relevant to the target audience while providing a highly-engaging visual experience.

viSitORS alSO havE thE OPPORtunity to learn where to buy at Verizon, download apps on Samsung Synchronicity and visit Samsung’s main site.

thE Digital StRatEgy has been supported with targeted Facebook Advertising, driving page views and developing an installed fan base for ongoing online communications.

COnSuMER RESPOnSE to the page has been exceptional, with over 10,000 fans, paying over 50,000 visits to the page in just 90 days. the digital campaign is ongoing throughout the summer and the Samsung Reality fan Page is on track to become one of the most popular Samsung Mobile facebook pages of all time.

thE PagE iS ManagED Daily, with the “Samsung Reality” responding personally to fan comments, “liking” fan comments, and inviting consumers to participate in the Samsung Reality brand.


a DEDiCatED DODgEBall taB was developed for the Facebook page as a central resource for providing information, gathering RSVPs and data about registrants, and generating excitement for the Samsung Reality Guinness World Record Dodgeball Event.

ShaRE funCtiOnality was built into the page, allowing fans to evangelize the event (and the phone) to their networks on Facebook, Google Buzz and Twitter.

thE DODgEBall taB also features a Twitter feed, channeling tweets including the event hashtag, #DodgeThis, as well keywords “Samsung Mobile” and “Samsung Reality”—encouraging the conversation and building the brand/event association.

in thE final WEEK PRE-EvEnt, geo and demo-targeted ads promoting the game were featured on Facebook, driving attendance and additional brand impressions for the Samsung Reality.

Digital Strategy – Overview


Digital Strategy – OverviewPOSt-EvEnt, the tab was updated with a highlight video of the event, hosted on YouTube. The video’s release was announced on 5.19.10 to Reality Facebook fans, who were encouraged to look for themselves in the highly-branded piece. The video’s embed code was also included in a press release on the same day. In the one month since it’s release, the Samsung Reality Dodgeball Game video has been viewed 25,000 times and published on numerous news sites and blogs.

thE viDEO Can BE ShaRED to a variety of social networking sites including Facebook, MySpace, Twitter, Google Buzz, and StumbleUpon via widgets on the YouTube and Facebook locations.


Digital Strategy – OverviewEvEnt PhOtOS were also uploaded to the Facebook page in the days following events—professional shots, as well as photos taken with the Reality phone that demonstrated the Reality’s Story Shot and Dynamic Canvas. Over 100 fans have tagged themselves in these photos, which now appear in their profiles and stream—providing exposure to friends, and friends of friends.


Digital Strategy – Overviewa CuStOM faCEBOOK aPPliCatiOn, “Reality Remix”, was also created to increase page stickiness, encouraging return visits and viral sharing. The unique application communicates how the Samsung Reality allows users to tell the “Story of Me.”

Visitors to the Reality Remix tab of the Samsung Reality’s fan page are asked: “Your Story is your Reality. How will you tell it?” One click pulls a mixture of photos and status updates from the user’s Facebook page, creating a mini-movie set to fun, energetic music. Users can post it, share it, or remix it again.

The Remix application is a figurative demonstration of the Reality’s social media and sharing capabilities, designed to explain the Reality’s value proposition in an authentic and memorable way.


Digital Strategy – KPIsBEnEfitS

The Samsung Reality Facebook Fan Page:

• Underscored the value statement of the phone as a social messaging device, while providing access to potential customers with an embedded interest in social networking—creating relevance through targeted engagements

• Offered the unique value proposition of accessing potential customers in an atmosphere where they are receptive to advertising messages and willing to share finds with friends

• Was deployed and built awareness quickly and at a fraction of the cost of traditional advertising or web development

• Developed one-to-one connections with consumers, with access to social profile information and rich data

• Allowed consumers to participate in the brand as a collaborator, sharing the story of the Reality virally with their friends via social media—creating additional brand and product impressions

KEy lEaRningS

• Development of the FBML Dodgeball tab provided benefits—such as the ability to gather RSVPs and waivers, as well as emails and demographic data on attendees—but also compromised some important functions, like the event showing up in attendees event feeds and the ability to send direct messages to attendees

• Facebook advertising has proven vital to driving page traffic, and is an important component of any future Facebook marketing campaigns



Digital Strategy – Highlights


Social Media — Overview

SOCial MEDia was integrated throughout the campaign, weaving in a Reality key feature while telling the story of the phone and the World Record Dodgeball event.

in aDDitiOn tO incorporating share buttons on the Facebook Event tab a comprehensive Twitter plan was created with relevant copy and posting schedule for @SamsungMobile to broadcast.

SaMSung REality web-searching rose by 500%in the 30 days surrounding the Dodgeball event.


Social Media — KPIsBEnEfitS

• Having a strong social media presence further strengthened the Samsung Reality as a phone designed for the socially networked

• Relevant share links and hashtags made it easy for audiences to promote the Samsung Reality message in their own way

KEy lEaRningS

• Social media on the whole was great for generating the buzz, but privacy controls and user customization make it difficult to accurately capture true impressions on status updates and Tweets/reTweets. For example, several Tweets promoted the event but not all used #dodgethis.



Social Media — HighlightSaMSung REality – DODgEBall gaME PROMOtiOn

As part of the guerilla marketing efforts of a Dodgeball Game in NYC on May 12th for the Samsung Reality phone launch, major blog coverage and viral exposure occurred on Monday 5/3 when top Social Media blog Mashable.com did a blog post which resulted in:

662 – Retweets

161 – facebook shares

This resulted a massive “earned media” reach of 119,606 impressions

Over 74,000 mentions in various blog and news sources in result of the viral spread of the coverage within Social Media.


thE SaMSung REality guinnESS WORlD RECORD DODgEBall EvEnt was publicized broadly, with a pre-event release announcing the attempt, as well as a post-event release sharing the highlight video.

thE EvEnt WaS ExtREMEly WEll-RECEivED By thE MEDia and the public, garnering publicity in a number of notable publications and blogs. Writers from the New York Times, New York Daily News and Event Marketer were onsite, and two players from Sports Illustrated, who participated in the game while filming live action footage.

A total of 105 media placements with over 9 Million impressions were created by the event, 104 of which (99%) mention Samsung Mobile, and 91 (87%) making specific reference to the Samsung Reality

Many of the articles gained further traction through online social media sharing—with the article on Mashable being the most shared—for increased reach and broadened awareness.

Public Relations – Overview


Public Relations – KPIsBEnEfitS

• PR releases both pre and post event capitalized on excitement, building anticipation, while also creating the opportunity to communicate a major win

• PR also created consumer awareness of the event, drawing additional attendees and heightening interest in the Reality

• The dodgeball event provided a unique opportunity to showcase the value proposition of the Reality—as a conduit to creating and sharing great stories with your friends. Associating dodgeball positioned Samsung as a youthful, fun-loving company, building credibility with the 15-24 year old Reality target audience

KEy lEaRningS

• Although the video was released on an extremely quick turnaround (less than 1 week), PR opportunities during the interim were missed. For future campaigns, recommend doing a photo release announcing the win and prefacing the video to capture all media share

• Providing the embed code to the media outlets vastly increased exposure for the video. Hosting the video in one location—YouTube—as an alternative to sending out actual video files, allowed for tracking of hits



“ Samsung has the whole web-meets-world trend figured out, and its new campaign for the Samsung Reality phone proves it. Last week, the company organized a Guinness World Records-setting game of dodgeball in New York as part of its latest handset launch. The result: A memorable, real-world (and heavily branded) engagement.”

“ The brand smartly extended the event into the online realm by giving dodgeball game participants access to Samsung Reality phones – which are being touted for their social networking capabilities – before, during and after the event. This enabled participants to text, take pictures, and share the story of their record-breaking day with their networks. Thus, the brand not only extended the reach of the event, but it also seamlessly demonstrated the phone’s key selling points. Very nice.”

Public Relations – Highlights


Public Relations – Highlights

“ Samsung wanted a unique way to create buzz about its new Reality phone, a handset with a huge focus on social networking. Well, it doesn’t get much more unique than this.”“ And to highlight the phone’s social networking capability, Samsung uploaded a bunch of photos to the Reality’s own Facebook page.”

“ This event has been created to launch ‘The Reality’ Samsung’s new social networking phone. It’s quite an impressive advertising campaign.”

“ The idea of marrying the most emotionally scarring childhood sport to a phone launch is admittedly pretty cool. According to Samsung, the event is meant to educate users on how the phone works. The Reality is branded as a social-networking phone. Regardless of the merits of the phone, we think this is a pretty novel way to get users acquainted with the sharing capabilities that it offers.”

“ Mobile companies are becoming more and more creative in their advertising efforts; enter the Samsung Mobile Guinness World Record dodgeball game.”

“ The event was organized and sponsored by Samsung Mobile to promote the launch of the Samsung Reality phone. This is a great example of how to think creatively to promote a new product. Samsung knew that this event would generate a lot of press and wanted to be the name behind it. Check out the video below and make sure to pick out all of the different ways that Samsung injected their brand into this event.”


Radio Remotes and Sweepstakes – Overviewa RaDiO MaRKEting PROgRaM combined remote appearances at the Wango Tango concert in L.A. and the Fantabuloso concert in Chicago with a sweepstakes contest in both markets—reaching a large, targeted audience.

thE high-PROfilE COnCERtS each drew over 20,000 attendees in the Reality’s target demographic. In the weeks leading up to the events, the Samsung Reality was featured in over 60 on-air spots in the markets’ top stations for the 18-24 age group—Chicago’s 103.5 KISS-FM and L.A.’s 102.7 KIIS-FM—promoting Samsung’s participation and driving to the Reality Facebook page to learn more. Samsung Field Marketing and Verizon Wireless Street Teams were onsite at the shows—demoing the phones, handing out scratch-offs for instant wins of Ticketmaster gift cards and branded giveaways of Samsung Reality bracelets.

a “REality ChECK” SWEEPStaKES was launched post-event in both markets, encouraging listeners to submit the “Realest text message” they’ve ever received to the stations for a chance to win tickets and an all-expense-paid trip for (4) four to the Teen Choice Awards, courtesy of the Samsung Reality. Over 100 radio spots, a full-web page with supporting banner advertising, and email blasts to over 300,000 listeners communicated the sweeps—generating excitement and a call-to-action to learn more about the Samsung Reality.


Radio Remotes and Sweepstakes – KPIsBEnEfitS

• Utilized an optimal forum for communicating the Reality message by associating the phone with things that give the target audience pleasure—music and events

• Created a powerful engagement driver for members of the Reality target demo by leveraging The Teen Choice Awards—the leading event for teens 14-19

EStiMatED tOtal iMPRESSiOnS 697,800

“ We would highly recommend the street team work continue to work events like this in the future, the overall branding opportunity for Verizon and Samsung was excellent.”

~ Zach Abel, Sr. Field Marketing Manager, Samsung Telecommunications America“My friends and I had a

great time! Being up close to the stage, the variety of stars—we really enjoyed it!” ~ Robin John, LA Sweepstakes Winner


Radio Remotes and Sweepstakes – Highlights

“Amazing experience at Fantabluloso, everything about it was great, spent time with my friends, music was cool, I love this station!!!”

“The artist lineup is sick, captured photos on my phone…and enjoyed playing with the Samsung phone”

“Fantabuloso was the concert event of the spring!”


Radio Remotes and Sweepstakes – Highlights

“The Headliners were awesome, KISS is still working it! The concert had breakout stars, a great time all around!”

“Suuuucchhh an amazing night!!”

“I loved it! My first concert and it was right after the day of my birthday! Soooo happy!!”


Mall Advertising – OverviewMall aDvERtiSing in the LA, Chicago, New York and Atlanta markets is planned for July, August and September. The selected malls were targeted based on the presence of a Verizon Wireless store—allowing for mass exposure to the Reality consumer, with a call-to-action to purchase the Reality today.

Each mall will feature multiple posters, located at the highest traffic locations to intercept shoppers at every step of their visit. The placement has been optimized to reach shoppers an average of 5.8 times per visit. An ad network of 6 to 10 ad-faces will allow the Reality to dominate the mall, with strategic visibility throughout the venue concourse, in the food court, near transit stops and in parking structures.

The posters will be refreshed each month with new content, highlighting a unique feature of the Reality, keeping the campaign vital throughout the summer and back-to-school seasons.


BEnEfitS

• Reaches the target demographic where they socialize with friends, are unhurried, and are in the shopping frame of mind

• Highly effective for Teens 12-17:

• 3.9 mall visits average per month

• 68% stay over 2 hours

• 28% stay at least 3 hours

• $75 spent on average at the mall per visit:

• 56% spend $50 per visit

• 29% spend $100 per visit

• 95% notice mall advertising

• 66% pay special attention to posters advertising products sold at the mall

• 5.8 exposures per visit when utilizing a network of posters

• High return on investment, generating an impressive number of eyes-on impressions for a reasonable price

ESTIMATED TOTAL IMPRESSIONS 334,372,530

Mall Advertising – KPIs

Campaign Creative Assets


Poster on display

Influencer Marketing

4” x 6” Back to Back Postcard

Postcard during pre-premotion11” x 17” Poster

t-shirts


Event Marketing

Outside Dodgeball fly Banner 12’ x 12’ Outside Dodgeball Banner

8’ x 3’ inside Dodgeball Banner


Event Marketing

inside Reality fly Banner

Reality Scratch Card

20’ x 8’ inside Reality Banner

20’ x 8’ inside Reality Banner


Samsung Reality / verizon Booth Signage Samsung Reality / verizon Booth Signage Samsung / fantabuloso 8 x 2 Banner

Samsung / Wango tango Booth Banner

Radio Remotes and Sweepstakes

Samsung Reality Bracelet

Samsung Reality Bracelets & SignageJumbotron Sign


Mall Advertising


Thank You

Jessica Legg | Senior Account [email protected]

Samsung: Reality Non-Traditional Marketing Campaign (Campaign Strategy, Development, Execution)

Marketing

Transcript of Samsung: Reality Non-Traditional Marketing Campaign (Campaign Strategy, Development, Execution)