- The document discusses a social media marketing campaign called "Samsung Corby Colour Wars" run by Samsung to promote its Corby mobile phone. - Five team leaders were selected to participate and drive engagement through Twitter using assigned hashtags. The campaign saw high levels of participation and exposure for Samsung. - Feedback on the campaign was positive, with participants noting it was a fun and engaging initiative. It provided Samsung an effective way to interact with customers through social media.

1. March 3, 2010© Scenario Consulting Private Limited1

2. TestimonialsMarch 3, 2010© Scenario Consulting Private Limited2"SamsungCorbyWars was fun! No matter who wins but it was a feeling which I could compare with the tug-of-war we did in high school"– Praval Singh, Team Leader, Corby Colour Wars“At the outset, thanks much for an opportunity to get involved in the fun Fun, yes, ‘coz for me the idea of engagement was fun. And the way the tweets from @Samsung_Mobiles motivated/ teased/ commented, everything came out as an entertaining and involving (very important) initiative rather than a hard lined marketing effort. Kudos to the team (and the individual managing the Twitter account)! It clearly showed the hard work put into the effort.” – AbhishekBaxi, Team Leader, Corby Colour Wars“Shimauli the Chief Buzz Officer of Buzallong highlights the Social Media Marketing campaign by Samsung Corby” in a Blog post by Sorav Jain that compiles the Social Media Highlights of 2009

3. Executive SummaryMarch 3, 2010© Scenario Consulting Private Limited3

4. Executive SummaryMarch 3, 2010© Scenario Consulting Private Limited4

5. Executive SummaryMarch 3, 2010© Scenario Consulting Private Limited5

6. Executive SummaryMarch 3, 2010© Scenario Consulting Private Limited6

7. BackgroundMarch 3, 2010© Scenario Consulting Private Limited7

8. BackgroundMarch 3, 2010© Scenario Consulting Private Limited8

9. BackgroundMarch 3, 2010© Scenario Consulting Private Limited9

10. March 3, 2010© Scenario Consulting Private Limited10

11. ObjectiveMarch 3, 2010© Scenario Consulting Private Limited11

12. ConceptMarch 3, 2010© Scenario Consulting Private Limited12

13. DurationMarch 3, 2010© Scenario Consulting Private Limited13

14. BudgetMarch 3, 2010© Scenario Consulting Private Limited14

15. StakeholdersMarch 3, 2010© Scenario Consulting Private Limited15

16. StakeholdersMarch 3, 2010© Scenario Consulting Private Limited16

17. March 3, 2010© Scenario Consulting Private Limited17

18. March 3, 2010© Scenario Consulting Private Limited18

19. Identifying the five Corby team leadersMarch 3, 2010© Scenario Consulting Private Limited19

20. Select Twitter users were sent invite mails:March 3, 2010© Scenario Consulting Private Limited20

21. The following five team leaders were finally selected after securing their approval –March 3, 2010© Scenario Consulting Private Limited21

22. March 3, 2010© Scenario Consulting Private Limited22Terms and Conditions uploaded and shared through SlideShare, Facebook and Tinypaste:

23. March 3, 2010© Scenario Consulting Private Limited23

24. March 3, 2010© Scenario Consulting Private Limited24

25. Continuous back-end suggestions & support to the teams:March 3, 2010© Scenario Consulting Private Limited25

26. March 3, 2010© Scenario Consulting Private Limited26

27. Predictions and prophecies:March 3, 2010© Scenario Consulting Private Limited27

28. Predictions and prophecies:March 3, 2010© Scenario Consulting Private Limited28

29. Undertaking exit polls to drive interest among participants and push supportersMarch 3, 2010© Scenario Consulting Private Limited29

30. March 3, 2010© Scenario Consulting Private Limited30Amplifying the naturals twists in the tale – when a contender wanted to abandon…

31. And this is how we pepped him March 3, 2010© Scenario Consulting Private Limited31

32. March 3, 2010© Scenario Consulting Private Limited32Amplifying the naturals twists in the tale – when a contender wanted to abandon…

33. Result - He came back with a bang!March 3, 2010© Scenario Consulting Private Limited33

34. For some, grapes were sour, but it helped the game-March 3, 2010© Scenario Consulting Private Limited34

35. March 3, 2010© Scenario Consulting Private Limited35

36. Leader in the middle of 'spam' controversy! March 3, 2010© Scenario Consulting Private Limited36We took a strong stand against spam and engaged with participants having identified the bots

37. And then.. it was contender's turn to face the heat!March 3, 2010© Scenario Consulting Private Limited37Fierce competition, but with fun! We facilitated the competitive build-up among players in a spirited manner

38. Building hype for the grand finale…March 3, 2010© Scenario Consulting Private Limited38

39. March 3, 2010© Scenario Consulting Private Limited39

40. Selecting winners:March 3, 2010© Scenario Consulting Private Limited40

41. Selecting winners:March 3, 2010© Scenario Consulting Private Limited41

42. Announcements via-fun – Countdown through Vital Clues – build up & announcements :March 3, 2010© Scenario Consulting Private Limited42

43. Taking stock at all points: Verdict – We love Corby!March 3, 2010© Scenario Consulting Private Limited43We conducted periodic polls to evaluate the customer’s sentiment

44. Other Touch-Points and Channels usedMarch 3, 2010© Scenario Consulting Private Limited44

45. Team leads set up Facebook events to promote the contest:March 3, 2010© Scenario Consulting Private Limited45

46. Messages shared on Facebook, leading to spill of viral outside Twitter also:March 3, 2010© Scenario Consulting Private Limited46

47. Members shared Corby video and their own offers on their blogs:March 3, 2010© Scenario Consulting Private Limited47

48. Give-aways from Team leads as well as supporters:March 3, 2010© Scenario Consulting Private Limited48

49. Blog Posts by team leads to promote their hashtags:March 3, 2010© Scenario Consulting Private Limited49

50. Tracking mechanisms were put in place by Teams as well, from starting Twitter lists to setting up full-fledged widgets:March 3, 2010© Scenario Consulting Private Limited50

51. We were also monitoring the contest & tracking the progress of the teams continuously:March 3, 2010© Scenario Consulting Private Limited51

52. Feedback sought post event, from team-leads:March 3, 2010© Scenario Consulting Private Limited52

53. March 3, 2010© Scenario Consulting Private Limited53

54. ImpactMarch 3, 2010© Scenario Consulting Private Limited54

55. Highlights:March 3, 2010© Scenario Consulting Private Limited55 Exposures – sum of all the tweets mentioning the relevant keyword, each multiplied by the number of followers of the person tweeting

56. Highlights:March 3, 2010© Scenario Consulting Private Limited56Engagement with stakeholders – From a total of 3284 tweets with Samsung Corby mentions, 87% came from the participants

57. Three of our hashtags among the top 25 most trending topics:March 3, 2010© Scenario Consulting Private Limited57

58. On Slideshare.com, the link came into the "Hot on Twitter / Facebook section 8 times in the duration of the contest:March 3, 2010© Scenario Consulting Private Limited58

59. Digital Brand Index 2.0 validates our success:March 3, 2010© Scenario Consulting Private Limited59

60. March 3, 2010© Scenario Consulting Private Limited60

61. Learnings:March 3, 2010© Scenario Consulting Private Limited61

62. Challenges we overcame managing such heavy volumes of conversation:March 3, 2010© Scenario Consulting Private Limited62

63. Challenges we overcame managing such heavy volumes of conversation:March 3, 2010© Scenario Consulting Private Limited63

64. TestimonialsMarch 3, 2010© Scenario Consulting Private Limited64Support and encouragement from different quarters!

65. TestimonialsMarch 3, 2010© Scenario Consulting Private Limited65"SamsungCorbyWars was fun! No matter who wins but it was a feeling which I could compare with the tug-of-war we did in high school"– Praval Singh, Team Leader, Corby Colour Wars“At the outset, thanks much for an opportunity to get involved in the fun Fun, yes, ‘coz for me the idea of engagement was fun. And the way the tweets from @Samsung_Mobiles motivated/ teased/ commented, everything came out as an entertaining and involving (very important) initiative rather than a hard lined marketing effort. Kudos to the team (and the individual managing the Twitter account)! It clearly showed the hard work put into the effort.” – AbhishekBaxi, Team Leader, Corby Colour Wars“Shimauli the Chief Buzz Officer of Buzallong highlights the Social Media Marketing campaign by Samsung Corby” in a Blog post by Sorav Jain that compiles the Social Media Highlights of 2009

66. What next?March 3, 2010© Scenario Consulting Private Limited66

67. ReasoningMarch 3, 2010© Scenario Consulting Private Limited67

68. Useful Links:Terms and Conditions, and later results were uploaded on SlideShare: http://www.slideshare.net/SamsungMobileIndia/samsung-corby-colour-wars-terms-and-conditionsSome select links of participants promoting the activity on their blogs and other touch points like Facebook event-pages:http://www.praval.com/contests/samsung-corby-wars-support-the-leading-team/http://www.sensonize.com/win-a-samsung-corby/http://bridgingdigitaldivides.wordpress.com/tag/samsung/March 3, 2010© Scenario Consulting Private Limited68

69. Thank You!www.blogworks.inMarch 3, 201069