Samsung Markets ‘Galaxy’ As Out of This World



Why settle for a country when you could own a planet? Why settle for a planet when you could own a galaxy?

Whether Samsung’s new Galaxy S3 smartphone is the best of its kind in the universe is debatable, but one thing that’s certain is the Korean manufacturer has a lot of people talking.

And Samsung knows it.

At a June 20 event, the company showcased some of the smartphone’s new features, and not-so-subtly gloated about its social media prowess. Chief marketing officer Tom Pendleton said Samsung now has more than 6.8 million Facebook friends and 1.8 million Twitter followers. Not bad for a company that has lived in Apple’s shadow since the iPhone was first released.

The company’s confidence stems from the fact that the Galaxy is actually a quality product. With a dual-core processor, a 4.8-inch screen and an 8-megapixel camera, the new smartphone matches up quite favorably with any phone that’s been released by the Cupertino company.

Now, Samsung is going to do everything it can to make sure consumers know it, too.

“We are launching the biggest marketing campaign in Samsung’s history,” Pendleton said at the event.

The campaign will include 40,000 interactive posters that will be loaded with free goodies that consumers can download directly onto their Galaxy S3. If you go to see “The Dark Knight Rises” or “The Amazing Spider-Man” in theaters, you might see and participate in one of the company’s 3-D ads, as Samsung plans to feature its phone before a number of summer blockbusters.

Moviegoers will have the chance to try and control a larger-than-life 3-D Galaxy S3 with their hands, similar to the motion-capture technology gaining popularity in the gaming world – think Microsoft’s Xbox 360 Kinect. And while the technological advancements of the ads are innovative and engaging, it’s a good thing they’re hitting the screen before the Batmobile – Samsung does not want to follow that fan favorite.

A number of websites are currently featuring the company’s two latest ads for the Galaxy S3, both of which refrain from bashing the iPhone. Instead, Samsung takes the high road, focusing its time on demonstrating the device’s cutting-edge features.

Appearing at the end of the clips is the phone’s tagline: “The Next Big Thing is Here.” You can bet Apple’s marketing team isn’t sitting around idly on the sidelines. The question is, how will they respond?

What are your thoughts on Samsung’s new marketing efforts? Do you think the campaign will be as effective as Apple’s previous efforts? Let us know!

About Christina Pfeffer

Christina attended the University of Cincinnati where she majored in Communications (with a focus in Mass Media and Rhetoric) and minored in Fine Arts and Art History. She worked at the Cincinnati Art Museum in Institutional Advancement where she managed volunteers and fundraisers, until jumping ship to advertising.

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