Samsung Galaxy’s Mobile Entertainment Strategy Paul Kontonis, Chairman of the Board, International Academy of Web Television; VP/Group Director, Brand.

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Presentation transcript:

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

The Samsung Galaxy S II Mobile Entertainment Strategy

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

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

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

Entertaining Content “Gamer Commute”

11,182,436

Cross-Platform Engagement

Content Curation

Social Media Engagement

Key Partnership 7 of the top 50 Stars 29 million Subscribers 100 million “likes” 16 million followers Confidential 12 Over 300 million monthly video views Top emerging & established talent

Defining Success 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 AdAge’s #1 Viral Video of September 2011 iMedia Summit 2012

#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

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

Audience Feedback iMedia Summit 2012

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

Thank You