Idea & Insights
This campaign was targeted 16 to 35 years old people who lead social, active lives and didn’t want to miss out on anything but that for some reason, study, work, etc they could not attend.
Samsung wanted to establish a distinctive position in order to compete with other smart phones such as the iPhone. They’ve introduced Swype, a new feature that allowed people to enter words in one flowing motion, on a touch screen, allowing them to type up to 50% faster.
The big challenge was to create a kind of “omni-presence” in order to keep the consumers up to date with realtime coverage of the events.
Creative execution
For the consumers who could not attend their favorite events, Samsung Mobile introduced a new service called SuperSwypers which consisted on a personal reporter who can be sent anywhere, to cover the events you can’t attend. SuperSwypers are quicker because they use Swype.
On the website, the consumer shares the event he can’t attend. Samsung will filter the best SuperSwyper to make his personal ‘SwypeStory’.
The SuperSwyper has a series of tasks he must do starting his SwypeStory with a personal video, checks in (Foursquare) at the location when he arrives, and then reports everything that he sees, smells, hears and feels at the event. Everything, by sharing photos and videos which are published live via Twitter, Facebook and YouTube with the Samsung Galaxy S. Samsung finishes the personal service for the consumer with the complete SwypeStory send via Issuu, a digital publishing tool.
With intensive PR (including celebrity endorsement) seeding and guerrilla (if you were the first to see the SuperSwyper after he checked in at the event and shout the codeword, you immediately received a Samsung Galaxy S), Samsung increased earned media.
As I don’t understand Dutch I am assuming the following video shows a SuperSwyper introducing herself and announcing that if you spot her and shout the codeword you can with a Samsung Galaxy S.
Results & Effectiveness
By the end of this campaign more than 160 consumers received a personalized story. Over 620.000 people where reached and more than 4.800 people received a Samsung Galaxy S by shouting the codeword when they saw a SuperSwyper. Samsung got over 270.000 twitter contacts, more than 600.000 video visualizations and most importantly consumers associated the Swype to Samsung (39%) allowing Samsung to achieve an unique position overcoming Nokia.
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