The watch on my wrist hints that it is close to 7:40 pm on a Saturday night. My suitemate to the NYU Shine
1. What do you think the business objective was?
Get smartphone and mobile users to learn about the Samsung phone and enter this brand in the mobile device market
2. What was the challenge?
Obtaining brand awareness. Many people living in India did not own a Samsung phone so people couldn’t refer to each other the product. Samsung had a very limited reach to its target because the only way they could get people to interact with their devices is when the customer stepped into the store and tested out the display phones.This experience doesn’t last very long and won’t be as memorable. So the goal is to get consumers to interact with the phone subtly every day.
3. How well would you say this strategy presents a “mobile moment” and why?
I don’t understand how people are supposed to recognize this website or search for it. I feel as though this would work if the app was already popular and it is informing users what is to come in an update. But, most of the consumers would already have phones. Why would they be on the mobile device that they have checked out a system they could only get with the Samsung phone. A lot of the marketing efforts would need to be used to popularize both the app and the device the app is trying to promote.
4. Do you think this strategy did a good job in engaging the audience and why?
I think that once the consumer has the app or uses the website it captures a good. Users get engaged with a Platform they are already familiar with on mobile and learn about an experience they could potentially get if they get this other phone.
5. What was specific engagement approach used to boost the campaign?
The content and messages would have to be relative to the main interests that almost everyone has within the country. The engaging topics have to be relevant to their life. People must be interested in the topics talked about throughout the app in order to want to come back to it and especially if they are ever going to be willing to pay for the phone later on. This app or website allows the consumer to familiarize themselves with the program before they make such an important decision such as picking out a new phone.
1- introducing Windows OS in mindset of Indian smartphone users
2- how to get target audience to interact with Windows OS while using their own devices
3- the campaign leveraged context to achieve its goal: to capture their audience while using their device to demonstrate the use of Windows OS. The Samsung Omnia Cricket Hub was a mobile website, not an app. The idea was to get the target audience to experience a Windows environment OS on their own device.
5- gamification: the use of games to promote mass participation and engagement from audiences, a very effective social marketing method