Samsung crafts interactive mktg push for new product launch in China
After the launch of Galaxy S4 Zoom, Samsung has launched Samsung Galaxy K Zoom that aims to cater to consumers’ increasing demand for quality photos taken on smartphones. Cheil OpenTide was commissioned by Samsung to launch a series of marketing campaigns for Samsung Galaxy K Zoom, giving photographers a new experience of optical zoom on smartphones.
Renowned celebrities, such as Kim Soo Hyun and Zhang Xinyi, are featured in the campaign. With Kim Soo Hyun‘s popularity and advanced technology of HTML5, Cheil OpenTide built a Samsung Galaxy K Zoom digital studio set for online users to experiment with the function of 10 times optical zoom by taking photos of Kim Soo Hyun. The campaign is promoted on three major online media including Sohu, Sina and Tencent that successfully drawn extensive attention.
Another interactive campaign, ‘Finding the Best Mobile Photographer’ is a competition using mobile phones. Winners team up with celebrities, one of whom is Zhang Xinyi, using the 10 times optical zoom of Samsung Galaxy K Zoom to take photos in various Mainland cities based on three social topics, including ‘family love’ (Beijing team), ‘fascination for nightlife (Shanghai team), and new dining culture of taking and sharing gourmet photos (Guangzhou team).
The competition of the three teams striving for the throne of the best mobile photographers received wide attention across China.
According to the agency, the campaign has delivered some interesting results. The series of marketing activities has brought about a significant influence to 1.78 billion online users and page views of 9.73 million. Meanwhile, the search rate of K Zoom on Baidu has reached 9 million times whereas there are more than 4 million posts about K Zoom on Sina Weibo. The series of marketing campaigns has stirred up positive feedback from online users, leading to an increasing popularity of its new smartphone products.
