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Samsung: Droid Charge Campaign (Strategy)

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© Samsung Electronics. All Rights Reserved. Confidential and Proprietary. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary. Samsung Speed School Campaign | NYC Droid Charge by Samsung
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© Samsung Electronics. All Rights Reserved. Confidential and Proprietary. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Samsung Speed School Campaign | NYC Droid Charge by Samsung

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Samsung Speed School Concept “Do you know how slow you were going?!” Go to Speed School or suffer the consequences of crawling uploads, lagging downloads and juvie-level entertainment. Learn to travel at blazing 4G speeds with the Droid Charge, by Samsung. Live in the fast lane.

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Guerilla Events

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Street Team Activation

•  Street teams of Speed School Cops with fake radar guns will be strategically placed around high traffic areas in NYC, citing people for moving too slow (while talking on their non-Samsung phones)

–  Madison Square Park –  Times Square –  Grand Central Station –  Union Square

•  The cops will hand out donuts and “tickets” to Speed School, which violators will be directed to attend at a nearby, fully branded experience trailer

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Call to Action—Sales Driver

•  The Speed School “tickets” will contain a $50 Media Hub voucher code, redeemable with the purchase of a Droid Charge at Verizon

•  The location of the experience trailer(s) and the nearest Verizon Retail stores will be featured on the ticket

•  A sweepstakes offer will entice them to visit the trailer for entries to win a ’69 Dodge Charger, as well as cool giveaways

•  A QR code will point to a themed video

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Speed School Experience Trailer

•  A wrapped semi-trailer will house the “Speed School” educational experience, providing portability and a large branded presence to attract/educate passerby

•  “4G Cops” and the ’69 Charger will be positioned outside the trailer, capturing as much attention as possible

•  The Charge will be demoed inside and out of the trailer by Brand Ambassadors

•  Inside, consumers can enter a sweeps to “Get Charged,” winning the Dodge Charger or a new Droid Charge

•  Fun tchotchkes will be given away— cop mustaches, aviator glasses, etc.

•  Donuts, coffee and other treats will also be on hand

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Speed School Experience Trailer

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Celebrity Endorsement

•  Upon entering the trailer, violators will be required to watch a PSA-style video featuring a celebrity playing “Dirk”, an over-the-top 4G cop

•  In the video, Dirk will educate attendees on the pitfalls of moving too slow, and the benefits of the new Droid Charge

•  Potential celebrities could include Jim Breuer, Bill Hader or Tom Green, etc.

4G  cops  approach  passerby,  issuing  3ckets  to  go  to  Speed  School  

Customer  goes  to  Speed  School  

YES  

NO  

Gets  educated  and  tries  Droid  Charge  

Enter  sweeps,  gets  

branded  giveaway  

Directed  to  nearby  Verizon  to  purchase  

Redeems  Media  

Hub  code  (from  3cket)    

Takes  branded  3cket  home  

Visits  Verizon  

retail  later  

Purchases  Droid  Charge  

Redeems  Media  

Hub  code  (from  3cket)  

Customer Experience Flow

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Large-Scale Event Sponsorship

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Bike NY

•  Bike NY is a 42 mile bike tour, through all five boroughs of NYC

•  Over 32,000 riders participate, and countless spectators attend the race and the festival at the finish line

•  The race-like nature of Bike NY provides for a natural integration of the speed message— with numerous sponsorship, engagement and advertising opportunities along the course

•  It is a high PR event, with multiple public officials and media in full attendance

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Bike NY - Demographics

•  The Tour presents a remarkable platform for Samsung to target the New York metropolitan area

•  Some 32,000 cyclists gather for the unique opportunity to ride 42 miles on traffic-free New York City streets, bridges, highways and parks

•  Key demographics:

–  63% are male, 37% female

–  57% are ages 18-45

–  62% have a Facebook account

–  72% have a $75K+ HHI

–  84% have a college degree

–  70% have professional/managerial jobs

–  76% live in the tri-state area

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Bike NY – Advertising Properties

•  Event Programs - Distributed to all registered riders, city officials, sponsors, VIP guests and volunteers, often kept as a souvenir

•  Rider Vest - Logo Placement

•  Banners - Displayed at the official start of the race, highly-photographed

•  Stage - Features backdrop and rail banners

•  Customized PA Announcements

•  L-Pole signs - Placed every 15 feet along Church street up to the start banner

•  Track boards - Placed along the start line

•  Finish Columns - Double sided

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Bike NY – Tour Integration Opportunities

•  A legion of “Dirks” will be seeded throughout the cyclists, increasing photo and branding opportunities

•  5 “Dirks” (Brand Ambassadors) will man Samsung Speed School booth at the five refreshment points, handing out branded cups/bottles of water

•  PA Announcements will direct traffic to the booth

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Bike NY – Finish Line Festival

•  91% of Bike NY’s 32,000 participants attend the finish line festival (along with friends, family and other spectators) to celebrate the end of a great ride while enjoying music, food, sponsor exhibits, and merchandise sales

•  The Speed School trailer (or booth) will be onsite creating an impressive, experiential presence

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

Broad Awareness

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.

OOH

•  Opportunities to increase awareness through OOH on:

–  Tall Walls

–  Wild Postings

–  Subway Station Ads

•  Should Verizon choose to participate, the Media Hub promo can be incorporated


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