Creativity in Public Relations » samsung http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Samsung’s 24-Hour Dance-Off http://blogs.hillandknowlton.com/ryanpeal/2009/07/07/samsungs-24-hour-dance-off/ http://blogs.hillandknowlton.com/ryanpeal/2009/07/07/samsungs-24-hour-dance-off/#comments Tue, 07 Jul 2009 00:34:51 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=639 24-hour Dance-off – love it!  On July 7th in London 100 competitors will take their positions on the dance floor, slip on headphones, turn on their Samsung BEAT Edition DJ music phone and start dancing . . . and dancing, and dancing for up to 24 hours as they compete in The Last Call to win €10,000 and a date with Swedish pop star September.

Last month Europeans in 9 countries entered for the chance to win a trip to London to compete in the finals, embedding a competition widget to their blog, Facebook and MySpace pages.  The widget was active for only 24 hours, so contestants had to encourage friends and family to cast their votes quickly.  The widget had a built-in leader board element so you could see if you were in the race fairly quickly.  A few weeks ago the 100 lucky winners got the call that they won a new Samsung mobile and a trip to London to compete in the grand finale.

Now this week the 100 contestants will compete at nightclub “Matter” at the O2 arena in London – each dancer has one square to dance in, and stay in.  The trick is that if anyone receives a text or a call during the competition they are out.  So the contestants have been telling their friends via their social networks that they are in the finals and to not call or text on July 7 – a natural way to talk about Samsung, the new mobile and the competition.

For the last few weeks each contestant has been working on a campaign page, adding photographs and videos (connected to the campaign’s YouTube site) and links to follow them on Facebook, MySpace and of course Twitter.   Each was interviewed answering a few questions and talking about the competition.  Everyone has some fun stories on what they are doing to make sure no one calls or texts them on that day.  And on the site you can suggest music tracks to be added to the playlist.  The whole fun will be streamed live on the campaign site, worth watching and seeing how it all plays out.

What can we learn from the campaign?  As always, having an simple concept always works – dance for 24r hours, last one dancing wins.  Doesn’t get any easier than that.  Next up, integrating the product into the campaign.  That works here naturally as the Samsung mobile provides the music at the event and people have to tell friends/family not to call/text because of the competition- a natural way to talk about the product and for it to be a part of the fun.  Leveraging social media to spread the word.  This too is built into the competition, using widgets to drive awareness, creating fan profile pages, etc., all scoring major points.  And finally, great visuals/content and a way for all to participate – 24-hour streaming of people dancing in little squares to music on their headphones, you can’t help but be a bit curious about the whole thing.

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Hot Girls Rock Out Nearly Naked Selling Bras http://blogs.hillandknowlton.com/ryanpeal/2009/03/18/hot-girls-rock-out-nearly-topless-selling-bras/ http://blogs.hillandknowlton.com/ryanpeal/2009/03/18/hot-girls-rock-out-nearly-topless-selling-bras/#comments Tue, 17 Mar 2009 21:22:44 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=530 Yes – it’s true.  Brassiere manufacturer Vanity Fair (not to be confused with the magazine with the same name that does have photos of bras) recently announced they’ve created an all-girl band who will perform wearing their bras (along with of course cute skirts and heels).  The group – The Vassarettes – named after one of Vanity Fair’s brand of bras (Vassarette), made their debut at a few parties in the US, are now getting lots of on and offline coverage and buzz and will make their TV debut next month on Style Network’s Running in Heels show.

So, this marketing gimmick scores in a few areas – natural controversy given the girls performing in bras, obvious belief in the power of the notion that “sex sells,” lots of word-of-mouth as anyone who hears about it can’t help but talk about it and not to be overlooked, the use of music, a natural way to engage and entertain with multiple generations.  Is it that much different to Victoria’s Secret who puts on extravagant TV shows with hot girls dancing down the runway?  And we loved Samsung selling TVs with hot girls juggling soccer balls too.

Yet, the big question, will an all-girl band wearing bras actually sell bras?   It’s a given that the campaign should increase the overall awareness of the Vassarette brand; whether that is with guys or girls I’m not quite sure.  And whether hot girls wearing bras on stage and singing is motivation enough for girls to grab a Vassarette bra is something that we’ll need to wait and see.  Will guys want their girlfriends to look as “hot as The Vassarettes” and encourage them to buy the brand?  Do guys actually influence bra purchase decisions?  Will consumers simply see this as a corporate marketing ploy?

Perhaps before answering those questions we need to consider what was the goal of the campaign – to raise awareness, cause some disruption in the marketplace, sell bras?

Since we don’t know that lets just talk more about the girls wearing bras and performing in a band.  The reality is that their first song isn’t awful, no one is making them perform in their bras against their will, and the YouTube video seems to show they are entertaining.  The website isn’t as easy as it could be to load but has what you’d expect – lots of photos of the band wearing bras – and lots of bras everywhere as if someone threw up bras.  The campaign has ticked off the boxes of social networking, with videos on YouTube (including an unplugged version, really showing off their musical talent) and photos on Flickr.

Wonder what happens when some crazy drunk at a concert yells “take your top off”?!  Now, the fun part, click play on the video below (no one is watching!).

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