The Galaxy S7 and S7 Edge both come with IP68 ratings, which indicate that the devices are dust and water proof. According to Samsung, both the smartphones can withstand submersion in water up to 5 feet deep for 30 minutes. Waterproofing may not be something that’s part and parcel of all flagship smartphones these days, but some manufacturers like Sony make it a point to include the feature in not just its premium handsets, but even some of its mid-range devices like the Xperia M4 Aqua, which was launched by the Japanese consumer electronics giant last year. Meanwhile, as far as Samsung is concerned, while the feature can now be found in the Galaxy S7 devices, it was originally introduced by the company in the Galaxy S5, but was missing from the company’s 2015 flagships – the Galaxy S6 and S6 Edge.
Now that water-resistance has made a comeback to Samsung’s latest flagship smartphones, the company is using every bit of its famed marketing muscle to hammer home what it believes could be one of the most important selling points for its latest and greatest line of Galaxy S devices. As part of that strategy, the South Korean company hired the services of Grammy-winning American rapper, Lil Wayne, to “tell the Samsung brand story in new and humorous ways people can engage with”, according to Mr. Marc Mathieu, the chief marketing officer at Samsung Electronics America. The series of ads that Samsung has now released, shows Lil Wayne pouring a bottle of champagne on Samsung’s latest smartphone and dunking the device in a fish tank. Now that Samsung has joined the likes of Sony in making its flagship smartphones waterproof, it needed to show that off in a way it believed will resonate with its customer base and hence we have the wacky videos featuring Lil Wayne.
From all indications, the hip hop star has been able to create the buzz that Samsung would have hoped for, seeing as the ad-campaign has now gone viral on Facebook and Twitter, with over 30 million views on the two social networks combined. Viewers on YouTube seemed to be eager to see the Galaxy S7 taking a champagne shower, as the “Champagne Calls” video alone earned over 5.8 million views on the website. Samsung also mentioned that the commercial received 200,000 shares and re-tweets on Facebook and Twitter combined, making this whole thing a fairly profitable exercise for Samsung.