Best Electronics Social Media Campaign

Samsung’s new flip-screen camera lets consumers shoot from any angle. To demonstrate the camera‘s capabilities and build awareness via social media, Starcom and The Studio at Conde Nast teamed up to brainstorm this unique, custom solution: have readers create their own animated GIF on a Tumblr blog to pass on to friends and family. The GIF webapp was advertised on GQ.com, VanityFair.com, Style.com, Lucky.com, Details.com, Glamour.com, Wired.com, and W.com— sites whose audiences encompass tech lovers and style seekers who are always camera ready.

Condé Nast secured streetstyle fashion photographers in New York, Paris, London, and Rome to take three sequential shots of fashionable passersby, and The Studio‘s automated webapp compressed them into animated GIFs. These GIFs lived in a 300x250 traffic driver featuring a look of the day and drove readers to the Samsung-branded Tumblr blog, ‘Caught on Samsung’, to upload their own three photos to make their own animated GIF. All GIFS became part of the blog‘s content gallery. But, most importantly, the ‘Share This‘ tool allowed all GIFs to be shareable on Facebook, Twitter, Email, Digg, Reddit, Tumblr and 90 other social networks, driving readers‘ friends to the blog to make their own GIFs and extending brand buzz further. As added incentive, anyone who created a GIF could enter for a chance to win the camera. The social media exposure —and the wow factor supplied by the GIFs — kept brand interaction high and provided an engaging and socially viral way for readers to experience the product‘s exclusive features.

Contributors:

CONDE NAST

Location: USA