An innovative “sponsorship” of the world’s busiest airport terminal delivered global earned media value, driving instant buzz for the brands new product launch.
The launch of Samsung’s fifth generation Galaxy smartphone included an array of new features, making it the most technologically advanced smartphone on the market.
But in a technology obsessed sector with new gadgets launching all the time, how do you cut through the clutter and get a new phone noticed?
The “sponsorship” received over 1,000 unique mentions on traditional websites, with Twitter generating most buzz with over 5,500 unique tweets on the first day of the campaign alone.
The campaign received extensive coverage from hundreds of news and blog posts including Forbes, Mashable and The Huffington Post.
National & international newspaper coverage included The Independent, Bloomberg and The Times of India, and it was even reported on TV by Sky News.
And in the words of The Next Web: “If you’re wondering how Samsung manages to sell a truly eye-watering number of smartphones every year, this is it. The marketing execs at HTC, Sony, Motorola and Blackberry must be looking on with envy. Sorry folks.”