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CO AHEAD, TAKE A PICTURE- IT LASTS LONGER

Adweek (2003), 2013-08, Vol.54 (29), p.28

Copyright Nielsen Business Media Aug 19-Sep 1, 2013 ;ISSN: 1549-9553

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  • Title:
    CO AHEAD, TAKE A PICTURE- IT LASTS LONGER
  • Author: Heine, Christopher
  • Subjects: Advertising agencies ; Awards & honors ; Cameras ; Contests ; Digital cameras ; Media planning & buying ; Purchase intention
  • Is Part Of: Adweek (2003), 2013-08, Vol.54 (29), p.28
  • Description: If you're Samsung and selling $450 cameras, it seems risky to hinge part of a huge push on Instagram. But Samsung's "Life's a Photo: Take It" campaign proves that well-conceived risks can reap amazing results. Led by Starcom MediaVest Group with an assist from Jam, the electronics firm achieved the rare feat of establishing a global footprint for its Galaxy Camera brand through mobile and social. In a two-month contest, Samsung called on 32 Instagram influencers in eight international markets to showcase their cities' most photogenic sites while trading in their favorite camera phone app for the Galaxy. Hundreds of photos later, they increased purchase intent for Galaxy Camera by 115% and drove up brand awareness to the tune of 58%.
  • Publisher: New York: Adweek LLC
  • Language: English
  • Identifier: ISSN: 1549-9553
  • Source: AUTh Library subscriptions: ProQuest Central
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