(2 votes, average: 4.00 out of 5)
Fethi posted when this campaign first launched in Feb, and I’m surprised we haven’t seen more “live” campaigns this year, in late 2009 I thought we were seeing the beginning of a trend around live streaming campaigns where users could interact and directly affect the outcome of something physical from the real world, it was all the buzz, but for some reason, it didn’t quite ramp up into 2010 like I thought it might.
This is the Samsung Shakedown campaign case study, it’s one of only a handful of live campaigns I’ve seen this year, and while I’m not convinced it really gets the “tough phone” differentiator message across as good as it could (I’ve dropped my iPhone onto concrete many times too!), it does however, drive some urgency and buzz around the campaign in a seriously engaging way by offering 70 mobiles up for grabs in every Shakedown round, all you had to do was pick up a phone and call one of the Samsung B2 100 phones and make it vibrate off the table while watching it streamed live online.
And with 30,000 calls an hour coming into the phones, you’d have been lucky to get a crack at pushing a phone off the table!
Related Digital Buzz Posts:
June 6th, 2010 at 1:33 am
A brilliant plan indeed, to involve customers and also get them informed about the product’s ‘NON=BREAKABLE’ feature!
June 6th, 2010 at 10:16 am
Was really enjoying this video, till all they left us was with ‘generated buzz’. Would have been nice to get some stats around calls made by amount of callers, and actual number of mentions of the campaigns. Seems to have a good social element to it – just want to be able to measure it.
June 6th, 2010 at 5:04 pm
Completely agree. For a case study this doesn’t really present the results like you’d expect to have seen from such a big brand with the resources to measure appropriately… Shame, It would have been great to see some real numbers!