Samsung has done a splendid job at building the hype around the Galaxy S3 super phone, but the company’s US marketing team is only now kicking it into high hear, according to official claims.
During a release event that took place yesterday in Manhattan, Samsung once again stressed its goal to “win over” the competition’s user base with the Galaxy S3. And, aside from providing users with what many have called the world’s best ever smartphone, Samsung America will engage in a full scale marketing push, which has now been detailed and summarized.
“The biggest marketing campaign in Samsung’s history”, according to Chief Marketing Officer Tom Pendleton, has already started, but is only warming up and will explode in the near future. Social media will be a big part of this monstrous marketing campaign and Samsung is hoping to further increase its online fan base, which has grown significantly over the past couple of months.
Samsung currently has over 6.9 million Facebook friends and subscribers, as well as 1.8 million Twitter followers, which are some impressive numbers, to say the least. Then again, Apple has around 6.6 million likes on Facebook on a page that isn’t very up to date, and I’m almost certain, isn’t official either, so it’s only natural for Sammy to hope to further progress in this area.
“Never been done before” executions should help the Samsung Galaxy S3 build mindshare outside the virtual world as well. This approach includes 50 kiosks and 40,000 interactive posters that will pop up across the US over the next weeks, but also 3D advertisements set to run before movies in 55 American theaters.
The 3D ads should definitely be something special, as they’ll supposedly feature some sort of Kinect-like motion detection that will allow audiences in theaters to control a giant S3 on the cinema’s screen. If that doesn’t sound original and innovative, I don’t know what does!
The Beacon mobile-only magazine will be another small part of this humongous marketing campaign and will offer users free product info and access to exclusive Samsung offers. Of course, another event that will drive sales and raise the profile of the Galaxy S3 to new heights will be the London Summer Olympics, where Samsung’s latest super phone will be the “official device”.
Last, but not least, we’re expecting a new series of commercials to be introduced soon enough, which will apparently take last year’s Apple-bashing game to a whole new level. One such commercial has already been launched and, while it’s funny, short, and witty, it lacks the irony and shameless iPhone bashes that made our day in the past. Then again, Samsung might have actually decided to give up on the Apple puns and decided to try a more elegant strategy for a change.
The officials attending the NY launch event didn’t unveil any new info on the S3, aside from the marketing campaign details, but they didn’t missed the opportunity to tout some of the company’s impressive sales numbers. 61 million devices have been sold in the United States so far, while the S3 is already “the fastest-selling pre-order smartphone” in the company’s history.
Hoping that actual Galaxy S3 shipments in the US will go down smoother than what we’ve been hearing these past few days, we’re wrapping up this post by asking you what do you think about the company’s American marketing campaign. Are 3D ads and interactive posters a bit too much for a phone that is already selling like hotcakes? Will those gimmicks actually make a difference for regular buyers? And do you think the S3 actually stands a chance to become more popular than Apple’s iPhone 4S? Drop us a comment and let us know.