Samsung Mobile South Africa (@SamsungMobileSA) created a fun, locally themed campaign for Twitter users in South Africa to increase excitement and preorder sales for its new Galaxy S7 and S7 Edge phones.
@SamsungMobileSA’s campaign encouraged South Africans to discover “What’s in the box.” It partnered with radio stations @947 and @KFM, and used the hashtag #TheNextGalaxy and a Tweet to Unlock mechanic for daily cash prizes. As the prizes increased in value, the number of Retweets required to unlock each prize also rose.
The campaign perfectly synced online and offline activities to maximise exposure and increase the competition’s immediacy. Timely announcements from @947 and @KFM directed people to daily Promoted Tweets, which also were shared by @SamsungMobileSA.
The brand enlisted Niche content creators to bring a personal touch to the campaign and to show other products, such as the #GearVR. It also incorporated global Samsung content, including a Promoted Video for the Galaxy S7. @SamsungMobileSA then used Promoted Tweets to get people to download #TheNextGalaxy app, which allowed them to livestream the global Galaxy S7 launch event in Barcelona.