The document discusses Samsung's "Speedy Samsung" promotional campaign. The campaign is a text messaging contest to find the fastest texter that aims to engage younger audiences. Participants can win Samsung products by texting phrases quickly and sharing about the contest on social media. The campaign emphasizes viral, experience, and digital marketing. It is described as a fun and creative way to interact directly with the Samsung brand and potentially increase sales and brand reputation, especially among younger demographics.

1. Speedy SAMSUNG
By Dong Min Kim

2. SAMSUNG’s Brand Color
• Everybody uses electronic
products like smartphone, and
TV, etc.
• Samsung’s ads aiming all age
group audience -> Younger
audience.
• One of the top brand with high
international reputation.
• Active on social media.
• Sponsoring various famous
sports club like Chelsea
Football Club.

3. SAMSUNG’s New Campaign
• Speedy SAMSUNG: text-
messaging contest to figure
out who is the fastest text-
messager.
• Young, fun and creative
interactive advertising
campaign.
• Participate in the contest to
win free Samsung products.
• They emphasize on the:
- Viral marketing
- Experience marketing
- Feel the brand directly
• Similar but different campaign
in Zurich, Switzerland called
“All eyes on the S4.”
(http://www.youtube.com/watch
?v=CsGlzu2NzX0)

4. Speedy SAMSUNG
• Samsung tries and challenges various
promotional events
• Digital strategy in order to grab more potential
electronic device users
• Includes social media, internet marketing,
mobile strategy.
• Young, fun, and creative contest.

5. How Speedy SAMSUNG works
• It is an unique, fun, and creative interactive
advertising campaign.
• Participants are going to text-message certain
phrases faster than others.
• They will share information through social
media and they can submit an application
through official internet website .

6. Speedy SAMSUNG Steps
1. - The campaign will be spread out through social
media such as Facebook, Twitter, LinkedIn, etc.
- As Samsung is very active in all social media,
the contest can be recognized to all internet users
easily.
2. It will grab people’s attention to direct to the
actual campaign website.
3. At the website, all people can submit an online
application for contest participation.

7. Speedy SAMSUNG Steps
4. Samsung will send them an e-mail and text
to let them know when is the contest including
detailed rules.
5. The campaign will pick three winners. First
place to third place will be received Samsung
LED TV, laptop, and Galaxy S4.

8. Why this will be successful?
• The most expected participants, young
demographics, were born in the era of
technology.
• They are familiar with this online atmosphere and
system.
• Highly involved in social media which myriad of
people can hear about this campaign.
• Not just a digital marketing, but it also delivers
experience to the people with prizes, also known
as experience marketing.

9. Budget
• Put in a monthly charge limit
• ‘Samsung’ has global average of 1,868,000
searches monthly
• The Samsung campaign has $0.50 per
click, search up to 40,000 searches.
• This comes out with $20,000 monthly ->
$240,000 annually
• Digital agency: $250 an hour $40,000 overall

10. How will you know it was successful
• Speedy Samsung is interactive advertising
campaign that will grab more potential electronic
device users and increase the sale and help the
brand reputation.
• The achievement of the campaign could be
checked live through Socialmention.com. (social
media search engine which searches user-
generated content such as
blogs, comments, bookmarks, events, news, vide
os, and micro-blogging services)