The consumer electronics brand has launched a social media campaign to drive engagement ahead of Christmas, but will use the presence it creates to communicate with consumers on social media sites long term.
Social media, which the brand had previously used as a tactical online marketing activity, will now be implemented as a key element of its marketing strategy.
The campaign launches on 30 November and is due to end on 18 December, but Samsung aims to continue social media activity by building on the fans and followers built up throughout the competition.
Jeni Cantle, online marketing manager for Samsung Mobile, said the company had previously only used social media for particular products or campaigns.
“We will be continuing to communicate with our consumers on social networks over the next year, which we have never done long term before. Consumers demand transparency, they want to know more about what they are buying and who they are buying from. The number one marketing channel is word of mouth because you have the chance to turn disenchanted customers into enchanted customers,” said Cantle.
The Gone in 60 Minutes campaign centres on a competition on the Samsung Mobile site and will be promoted using social media sites Twitter and Facebook.
People have the opportunity to win prizes every hour, on the hour in the run-up to Christmas. In order to win users have to answer daily questions and can find the answers on the Samsung website.
Samsung has partnered with winter holiday brands such as Skiworld and will be using its partnerships such as its sponsorship of Chelsea Football club to provide prizes and questions beyond its consumer electronics range.
The campaign was created in-house and by digital agency Soup.
This story first appeared on newmediaage.co.uk