The first MMS marketing campaign by Samsung Mobile proved to be a success with a response rate of over 15 percent and a conversion rate of 2. The campaign, developed by Enpocket, gave Samsung Fun Club members the possibility to view a preview of the mobile game “Skipping Stone” and then then the chance to instantly download a free demo using a WAP link embedded in the message. Once respondents had trialled the free demo they could then go on to buy the full game from a dedicated WAP site. Mike Baker, President and CEO, Enpocket commented: “Conversion rates are more immediate and more dramatic when brands market to customers on the same device where mobile content is downloaded and consumed“.
Samsung products will “invade” the upcoming movie (and videogame) “Fantastic Four” with a massive product placement. To support its sponsorship the Korean brand will also launch an integrated campaign with online ads appearing on over 425 consumer websites, a tv spot and a 60 seconds commercial running in movie theaters. The TV commercial will also run on the Samsung billboard in Times Square in New York City. The online activity presents a sweepstake and a series of downloadable mobile goodies.
Samsung is running a basketball advergame called the Shootout to engage users and give away Tv sets. If you’re interested, be sure to play today, since the contest will finish tonight. Since March 15th ads have been running, among the others, on The New York Times and Business Week. As usual, I cannot play because I can’t fill in a valid US Zip code
German Agency Planetactive has just created an online pan-European campaign for Samsung to discover the “European Mobile Games Champion”. The ads will run in Germany, Italy, UK, Belgium and The Netherlands until February 13th. The campaign includes an email marketing effort and a dedicated micro-site on the Samsung Fun Club Homepage where mobile gamers can find out all the info to join the European Mobile Gaming competition.
German agency Planetactive has developed an online campaign for Samsung Telecommunication Europe. As WUV explains the initiative ‘Get 2 � Pay 1′ will last four weeks and will target mobile users around Europe with email marketing, search engine advertising and banners.
The interactive agency Keblow has developed a nice web site for Samsung to present and promote its Yepp series Mp3 players in France. The mini-site is characterized by an advertainment approach which aims to appeal a young audience. It features a test to discover the “Yepp attitude”, interactive demos and a competition to win an Lcd Tv set.
Disney has partnered with Samsung to launch Disneymobile.com, its first comprehensive consumer Internet site devoted to its wireless content offerings. As explained in the press release, the site will provide consumers with information regarding Disney Mobile content offerings and purchases as well as product demonstrations. Larry Shapiro, executive vice president of business development and operations of Walt Disney Internet Group said:“We’ve seen significant growth in both consumer awareness and usage of our mobile content over the past year, primarily driven by carriers’ marketing efforts. We now believe the U.S. market has matured to a point that allows us to begin marketing directly to our customers.”
Ok, now that Disney is in the arena, we can eventually say the U.S. Market is maturing…
Samsung is one of the fastest growing brands in the consumer electronic market. “Samsung is far more innovative and willing to put a toe in the water much earlier than Sony”
This what Gartner Dataquest senior analyst Paul O’Donovan says as quoted on Technology Marketing. The linked article provides a full overview of Samsung positioning and marketing strategy and a reference to its efforts in online promotion with a 3-D interactive campaign.
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