Samsung: Share Your Now
Future 5 awards 2013.
Launch date: December 2012
We are in an era of visual communication where photographs are replacing words; you only need to glance at a typical Facebook feed to see the prevalence of images: children, pets, food and holidays. While most people now have a smartphone to take and share images, they are often poor quality, grainy or blurry.
So Samsung created the GALAXY Camera; the world’s first device to combine the high-quality photography of a compact camera with an Android operating system, WiFi and 3G/4G connectivity. The GALAXY gives users the best of both worlds, allowing them to take and share high-quality images anywhere, at any time.
We wanted a media partnership that would raise its profile among a more general consumer audience and position the camera as a must-have accessory for social photographers around the world who want to communicate visually with their friends wherever they go.
Strategy and details of activity
The team found the perfect collaborator: Time Out. It reaches the GALAXY’s young, affluent, urban audience every week in cities around the world.
Samsung and Time Out engaged the residents of London and New York by inviting them to ‘Share Your Now’ - their favourite images of their city, as they take them.
Time Out created a microsite for people to submit photos. The competition was announced in Time Out’s editorial column and both brands’ social channels, and supported with editorial, advertorials and banners on the Time Out homepage. Every week, five winners of a GALAXY camera were selected in each city and shared with Time Out’s Facebook and Twitter communities.
Samsung chose its three favourite images from New York and London, which were used for three covers for each magazine. The winners won a trip to the opposing city, including shooting their own cover image using the GALAXY Camera with the magazine’s art director: the first time Time Out had ever allowed a third party to create its cover images.
Every photograph submitted was compiled into mosaics of London and New York released via social networks and used as cover wraps on the respective editions of Time Out.
The team harnessed transatlantic rivalry to tell a 10-week story through the eyes of London and New York’s residents. The perfect collaboration with Time Out in London and New York saw a commercial company take over its front covers for first time.
Samsung set the target of 2,000 entries as a measure of successful engagement. By the end of the three-month competition, more than 15,000 photographs had been submitted (9,000 in London and 6,000 in New York).
The microsite had more than 127,000 page views and 56,000 visitors. Facebook engagement came close to 10,000 likes and 400 comments.
The final mosaic cover wraps ensured that every participant felt they were a part of the campaign’s climax, ensuring engagement even after the campaign had finished as people returned to the microsite to find their image in the mosaic.
Samsung and Time Out’s collaboration successfully launched the GALAXY Camera and generated significant awareness among the target ‘Social-grapher’ audience, not only for the GALAXY Camera itself but also for the entirely new ‘Connected Camera’ device category which it has created.
Time Out reported that Share your Now achieved the highest level of consumer engagement the magazine had ever seen from a commercial partnership. The editorial teams loved the New York vs London angle, and this resulted in extra editorial as the editors encouraged readers to beat their rival city. The productive partnership meant that virtually all coverage was positive and communicated key messages (including ‘The GALAXY Camera is the Camera, Reborn’) to a combined New York/London circulation of 455,690.
Samsung does not disclose sales but it has been so impressed with Share Your Now, it is planning to roll out the campaign globally.
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