Samsung New Zealand decided on a different approach for the launch of the Samsung Galaxy S4. Instead of promoting the phone themselves they let the fans take to social media to spread the word. Samsung created a virtual line where over 12,000 people participated and shared on their Facebook or Twitter. Depending on if their friends engaged, they would move up or down on the line.
Why I’m Curious
This is a great campaign and Samsung capitalized on the fact that their fans and customers would wait in line for the new phone anyway. They involved more than 12,000 people who shared over 74,000 stories on their own social media handles. Organically their stories reached over 15 million people and I would say that is a success. Samsung even implemented and broadcasted a live line with avatars of the fans who were in line. They even went so far as to have their virtual friends camp out at night or put umbrellas up if it was raining. The virtual line ran for two weeks increasing Samsung’s market to grow 12 %.