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智能电话线
案例简介：结果和有效性: 12,000 人排队 2 周。 他们通过社交网络分享了 85,000 个关于手机功能的故事。 这些故事达到 300万条新闻。 1500万的有机范围。 媒体报道比三星之前发布的智能手机高出 165% 智能手机获得了价值 130万美元的公关收入，我们向全国推出了一款智能手机，这完全归功于我们的粉丝。 创意执行: 我们的策略是将 Galaxy S4 的功能转化为社会货币。我们想动员我们的粉丝，让他们为我们宣传手机。 为了获得世界上第一个 GS4s，兴奋的粉丝们通过 Facebook 和 Twitter 加入了智能手机系列。我们每天都发送虚拟队列手机的新功能。 粉丝们可以通过与他们的社交网络分享这些功能来跳线。他们的朋友分享、喜欢和转发的功能越多，他们移动的线路就越远，我们的手机和它的功能就越被看到。 直播到市中心一个 150 英尺的数字广告牌，我们把虚拟队列变成了一个真实的世界，动态的线。 我们没有让我们最大的粉丝在商店外面等几天，而是把他们变成了我们的媒体渠道。 见解、战略和想法: IPhone 4S 最近发布了，销量没有市场预期的那么高。电话里的谈话并不 “值得改变”。随着全新的 GS4 即将发布，我们面临着被苹果一样的刷子玷污的风险 -- “GS4 将会是一个稍微好一点的 GS3，为什么要麻烦呢？ “让我们的挑战雪上加霜的是，没有人真正知道是什么让 GS4 与众不同和令人兴奋。所有的功能都被锁和钥匙，直到手机到达前不久。 一旦宣布，我们的任务是在向 GS3 客户和不满意的苹果客户发布之前的几周内，对手机及其功能进行炒作和宣传。 三星告诉这个国家为什么这款手机是我们认为会被置若罔闻的 “下一个大事件”。所以我们让我们的粉丝为我们做这件事。
智能电话线
案例简介：Results and Effectiveness: 12,000 people queued for 2 weeks. They shared 85,000 stories about the phone’s features through their social networks. The stories reached 3 million newsfeeds. An organic reach of 15 million. Media coverage surpassed Samsung’s previous smartphone launch by 165% The Smart Phone Line received $1.3 million dollars worth of PR and we launched a smartphone to the entire nation thanks entirely to our fans. Creative Execution: Our strategy was to turn the features of the Galaxy S4 into social currency. We wanted to mobilize our fans and have them promote the phone for us. To get access to one of the first GS4s in the world, excited fans joined The Smart Phone Line through Facebook and Twitter. Every day we sent the virtual queue new features of the phone. Fans could jump the line by sharing these features with their social networks. The more their friends shared, liked and re-tweeted the features, the further up the line they moved, and the more our phone and its features got seen. Broadcast live to a 150ft digital billboard downtown, we turned the virtual queue into a real world, dynamic line. Instead of leaving our biggest fans waiting outside a store for days, we turned them into our media channel. Insights, Strategy and the Idea: The iPhone 4S had recently come out and uptake wasn’t as high as the market had expected. Conversation was rife around the phone not being ‘worth shifting for’. With the brand new GS4 about to be released we ran the risk of being tarnished with the same brush as Apple – “The GS4 will just be a slightly better GS3, why bother?” Compounding our challenges, no one actually knew what made the GS4 different and exciting. All the features were kept under lock and key until shortly before the phone’s arrival. Once announced, we were tasked with building hype and awareness of the phone and its features in the weeks before launch to both the GS3 customers, and unsatisfied Apple customers. Samsung telling the country why the phone was ‘The Next Big Thing’ we felt would fall on deaf ears. So we got our fans to do it for us.
THE SMART PHONE LINE
案例简介：结果和有效性: 12,000 人排队 2 周。 他们通过社交网络分享了 85,000 个关于手机功能的故事。 这些故事达到 300万条新闻。 1500万的有机范围。 媒体报道比三星之前发布的智能手机高出 165% 智能手机获得了价值 130万美元的公关收入，我们向全国推出了一款智能手机，这完全归功于我们的粉丝。 创意执行: 我们的策略是将 Galaxy S4 的功能转化为社会货币。我们想动员我们的粉丝，让他们为我们宣传手机。 为了获得世界上第一个 GS4s，兴奋的粉丝们通过 Facebook 和 Twitter 加入了智能手机系列。我们每天都发送虚拟队列手机的新功能。 粉丝们可以通过与他们的社交网络分享这些功能来跳线。他们的朋友分享、喜欢和转发的功能越多，他们移动的线路就越远，我们的手机和它的功能就越被看到。 直播到市中心一个 150 英尺的数字广告牌，我们把虚拟队列变成了一个真实的世界，动态的线。 我们没有让我们最大的粉丝在商店外面等几天，而是把他们变成了我们的媒体渠道。 见解、战略和想法: IPhone 4S 最近发布了，销量没有市场预期的那么高。电话里的谈话并不 “值得改变”。随着全新的 GS4 即将发布，我们面临着被苹果一样的刷子玷污的风险 -- “GS4 将会是一个稍微好一点的 GS3，为什么要麻烦呢？ “让我们的挑战雪上加霜的是，没有人真正知道是什么让 GS4 与众不同和令人兴奋。所有的功能都被锁和钥匙，直到手机到达前不久。 一旦宣布，我们的任务是在向 GS3 客户和不满意的苹果客户发布之前的几周内，对手机及其功能进行炒作和宣传。 三星告诉这个国家为什么这款手机是我们认为会被置若罔闻的 “下一个大事件”。所以我们让我们的粉丝为我们做这件事。
THE SMART PHONE LINE
案例简介：Results and Effectiveness: 12,000 people queued for 2 weeks. They shared 85,000 stories about the phone’s features through their social networks. The stories reached 3 million newsfeeds. An organic reach of 15 million. Media coverage surpassed Samsung’s previous smartphone launch by 165% The Smart Phone Line received $1.3 million dollars worth of PR and we launched a smartphone to the entire nation thanks entirely to our fans. Creative Execution: Our strategy was to turn the features of the Galaxy S4 into social currency. We wanted to mobilize our fans and have them promote the phone for us. To get access to one of the first GS4s in the world, excited fans joined The Smart Phone Line through Facebook and Twitter. Every day we sent the virtual queue new features of the phone. Fans could jump the line by sharing these features with their social networks. The more their friends shared, liked and re-tweeted the features, the further up the line they moved, and the more our phone and its features got seen. Broadcast live to a 150ft digital billboard downtown, we turned the virtual queue into a real world, dynamic line. Instead of leaving our biggest fans waiting outside a store for days, we turned them into our media channel. Insights, Strategy and the Idea: The iPhone 4S had recently come out and uptake wasn’t as high as the market had expected. Conversation was rife around the phone not being ‘worth shifting for’. With the brand new GS4 about to be released we ran the risk of being tarnished with the same brush as Apple – “The GS4 will just be a slightly better GS3, why bother?” Compounding our challenges, no one actually knew what made the GS4 different and exciting. All the features were kept under lock and key until shortly before the phone’s arrival. Once announced, we were tasked with building hype and awareness of the phone and its features in the weeks before launch to both the GS3 customers, and unsatisfied Apple customers. Samsung telling the country why the phone was ‘The Next Big Thing’ we felt would fall on deaf ears. So we got our fans to do it for us.
智能电话线
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THE SMART PHONE LINE
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