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Samsung Galaxy’s Mobile Entertainment Strategy

Samsung Galaxy’s Mobile Entertainment Strategy. Paul Kontonis , Chairman of the Board, International Academy of Web Television; VP/Group Director, Brand Content, The Third Act, Digitas Nancy Tamayo , Head of Brand Partnerships & Media Sales, Collective Digital Studio.

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Samsung Galaxy’s Mobile Entertainment Strategy

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  1. Samsung Galaxy’s Mobile Entertainment Strategy Paul Kontonis, Chairman of the Board, International Academy of Web Television; VP/Group Director, Brand Content, The Third Act, Digitas Nancy Tamayo, Head of Brand Partnerships & Media Sales, Collective Digital Studio

  2. The Samsung Galaxy S II Mobile Entertainment Strategy

  3. THE GOAL: Illustrate the power of the Samsung Galaxy S II handset as a mobile entertainment platform.

  4. THE SOLUTION Entertaining Content Cross-Platform Engagement Influential Talent Key Partnership Owned Media PR Support Content Curation Social Media Outreach

  5. Influential Talent: FreddieW “The World’s Most Powerful YouTube Star” - Business Insider, January 2011 • YouTube’s #5 Most Subscribed Director (over 3 million subs) • Over 545 million total upload views • Klout Score = 73 • Avg. 6 million views per video • Facebook = 490,000 fans • Twitter = 172,000 followers Freddie Wong & Brandon Laatsch

  6. Entertaining Content “Gamer Commute”

  7. 11,182,436

  8. Cross-Platform Engagement

  9. Content Curation

  10. Social Media Engagement

  11. Key Partnership Over 300 million monthly video views Top emerging & established talent 7 of the top 50 Stars 29 million Subscribers 100 million “likes” 16 million followers Confidential

  12. Defining Success • AdAge’s #1 Viral Video of September 2011 • YouTube: • Over 9.6 million video views in 30 days • 12.6 million views to date • Over 98.3% positive responses • 112,430 comments • Facebook & Twitter: • Reached over 570,000 fans • 5,814 “likes” • 948 comments iMedia Summit 2012

  13. #1 Top Rated Video and Entertainment Video during launch week • #1 Most Viewed Entertainment Video in September • #3 Top Rated Video in September • #3 Top Favorite Entertainment Video in September • 22% of the overall views came from mobile users  • 800K views came from mobile users on day #1 iMedia Summit 2012

  14. Social Media Success • Share of voice rose by 7%, acquiring 5% from Apple • 31,615 active users • 22,441 new earned “likes” • 600 custom cases to the first respondents (4 Collective artists) Source: Deep Focus

  15. Audience Feedback iMedia Summit 2012

  16. “In Epic Smartphone Battle, Samsung Nudges Apple Out of First Place” - AdAge Digital, Oct. 2011 “Samsung stormed the viral video chart this week, debuting at No. 1” “Social Video Branding Done Right”

  17. Thank You

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