Samsung promotes short-film initiative via blogs and Yahoo!
Samsung has launched an online campaign to promote its multi-million-pound AnyFilms short films for mobile and Internet initiative, using blogging, messageboard marketing and search marketing. The company has also secured Yahoo! as its global media partner to promote the AnyFilms project. The online campaign has been developed by Hyper Happen, a joint venture between creative agency Fallon and strategic planning consultancy Naked Communications, to seed interest in AnyFilms ahead of any future above-the-line marketing activity.
AnyFilms, launched in December, is designed to position Samsung as a leading brand in mobile entertainment. The site features short films that can be viewed on mobiles or online, by Hollywood directors Joel Murray, Alex Merkin and Mark Dippe. A separate interactive film enables users to tailor the way they understand the content by providing 11,000 different ways to view the film.
Hyper Happen has tied up with Israeli A-list blogger Netanel Jacobssen to kick-start the online campaign. The agency views such bloggers as key to effective blog marketing, enabling trusted links to spread.
“Blog marketing can go horribly wrong, so it’s crucial to work with bloggers who are linked in and trusted by all the A-list bloggers,” said Hyper Happen partner Brad Fairhead.
Messageboard marketing has been used to stimulate conversation and debate of the AnyFilms initiative. The Yahoo! media deal goes beyond straightforward banner promotion to include editorial coverage of AnyFilms throughout the site.
Finally, a search marketing campaign covers keywords such as ‘cool content’ and ‘mobile movies’.
“Samsung has taken a big leap with this campaign,” said Fairhead. “It could have just gone with a normal banner campaign. What we’re doing is risky as it could have fallen flat.”
Well, I don’t know about the ” A-list blogger” part, however, it is alway nice to get recognition for what you do.
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