Samsung Galaxy’s Mobile Entertainment Strategy

Paul Kontonis, Chairman of the Board, International Academy of Web Television; VP/Group Director, Brand Content, The Third Act, Digitas

Nancy Tamayo, Head of Brand Partnerships & Media Sales, Collective Digital Studio

The Samsung Galaxy S II Mobile Entertainment Strategy

THE GOAL: Illustrate the power of the Samsung Galaxy S II handset as a mobile entertainment platform.

THE SOLUTION

Influential Talent

Entertaining Content

Cross-Platform Engagement

Content CurationSocial Media

Outreach

Key Partnership

PR Support

Owned Media

Influential Talent: FreddieW “The World’s Most Powerful YouTube Star”

- Business Insider, January 2011

• YouTube’s #5 Most Subscribed Director (over 3 million subs)

• Over 545 million total upload views

• Klout Score = 73

• Avg. 6 million views per video

• Facebook = 490,000 fans

• Twitter = 172,000 followersFreddie Wong & Brandon Laatsch

Entertaining Content“Gamer Commute”

11,182,436

Cross-Platform Engagement

Content Curation

Social Media Engagement

Key Partnership

7 of the top 50 Stars29 million Subscribers

100 million “likes”16 million followers

Confidential12

Over 300 million monthly video viewsTop emerging & established talent

Defining Success

• YouTube:• Over 9.6 million video views in 30 days• 12.6 million views to date• Over 98.3% positive responses• 112,430 comments

• Facebook & Twitter:• Reached over 570,000 fans • 5,814 “likes”• 948 comments

• AdAge’s #1 Viral Video of September 2011

iMedia Summit 2012

iMedia Summit 2012

• #1 Top Rated Video and Entertainment Video during launch week

• #1 Most Viewed Entertainment Video in September

• #3 Top Rated Video in September

• #3 Top Favorite Entertainment Video in September

• 22% of the overall views came from mobile users 

• 800K views came from mobile users on day #1

Social Media Success

• 31,615 active users • 22,441 new earned “likes”• Share of voice rose by 7%, acquiring 5% from Apple

• 600 custom cases to the first respondents (4 Collective artists)

Source: Deep Focus

Audience Feedback

iMedia Summit 2012

“Social Video Branding Done Right”

“Samsung stormed the viral video chart this week, debuting at No. 1”

“In Epic Smartphone Battle, Samsung Nudges Apple Out of First Place”

- AdAge Digital, Oct. 2011

Thank You