samsung s4 010413
TRANSCRIPT
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Samsung Galaxy
S4 Life Companion
Campaign message: Samsung
galaxy S4 is the next big
thing in mobile phones. It is
your Life Companion.
Project J Scenario
Product Launch
Ambassador
Program
The Project J
Experience
Sustaining
UNPACKED
UNPACKED (Held March 15)
Loaners
Program
Live Streaming
of UNPACKED
Brought together 10 Media –Tech
10 guests, joined by an additional blogger, invited guests were
brought together in Dusit Thani Hotel to experience the Live
Stream of Unpacked at 7am (Manila Time)
The First to Experience
To complete the UNPACKED experience, the
guests were allowed to try out the sample units
provided. This gave them the chance to be the
first to try out the Samsung Galaxy S4 in Manila.
The guests were able to see what features were
highlighted during UNPACKED. They saw how
the product actually delivered with the features
bringing Samsung in the forefront with
innovations.
***They were not allowed to take photos of the units***
Guests were able to provide
live tweets and blog reviews
of the S4 as its features were
revealed
• Noemi Dado • techiegadgets.com
• Jonel Uy and Marjorie Pineda• gadgetgambit.com &
livingmajorney.com
• Mandy Aumento• Techno baboy.com
• Alora Guerrero• Techlokal.com
• Jane Uymatiao• Thephilippinebeat. com
• Richard Co• Talesfromthetummy.com
• Christian Sanchez• Technoodling.net
• Racine Kastro• Gadgets Magazine
• Katrina Canlas• HWM
• Nicole Batac• SPEED
Live Tweets:
3 Samsung Hashtags in
relation to the Galaxy S4
trended in the morning hitting
postitions 1, 2 and 5.
Posts:
Sustaining UNPACKED
Continuing the BuzzSocial media tools will be used to spread product teasers hosted by the Samsung Media Team
Articles on the Samsung Galaxy S4 can be reposted hashtag #thenextbigthing
GURU Units
The Following list presents a list of people with media impact . This is a list of personalities who are gaining milage, media writers and celebrities who Samsung has worked with
Criteria
Ambassadors Program
Samsung S4 is in search of (2) celebrities who embody
the brand’s promise.
WHO CAN JOINContest is open to fifteen celebrities
per network who meet the ff.
qualifications:
1. At least 18 but not more than 35
years old
2. Filipino citizens with at least one
(1) year of permanent residency in
the Philippines
3. Have not been associated to any
competitor’s products and/or
promotions, either amateur and/or
commercial in execution.
4. Must have online presence
1. Like the Samsung Philippines page
2. Submit 1 minute video on Why you should be the next big
ambassador of the Samsung Galaxy S4 to
3. Videos will be posted on the Samsung facebook page (APP
creation by DIGITAL- NEXT BIG AMBASSADOR)
4. Star Magic and Artist Center to identify the 15 celebrities who will
be joining the ambassador search.
• Each aspiring ambassador will be having a S4 wallpaper photo that
he/she will be posting as a profile photo in his/her social media sites for
2 weeks.
• There will be a series of challenges that will engage the online
consumers to like, retweet and share their posts
HOW TO JOIN
Required hashtag is #SamsungGalaxyS4AP
April 8- Share in your SNS sites why the S4 fits your lifestyle
April 9- Encourage your followers to rally for the S4
April 10- Tell us why the S4 is your life companion
April 11- Show us a picture on how you will react when you are the next big ambassador of
Samsung
April 12- Share a song that bests encapsulates the relationship you have with your S4.
April 13- What are your favorite features of the s4?
April 14- Show us a photo of you and your S4
April 15- Engage your followers to tweet “I want a #SamsungGalaxyS4”
April 16- Tag 10 people in FB, twitter and instagram who you think will enjoy the new S4
April 17- Tell us what makes you different from your peers
April 18- Tell your followers that the S4 is coming and watch out for the biggest launch to date
April 19- Rally your online followers to like your photo in the FB app
April 20- Have a countdown for the S4 launch in Manila
April 21- Show us a photo of what you are planning to wear for the S4 launch
April 22- Tell the online followers that you are one of the contenders to be the new Samsung
Galaxy S4 ambassadors
April 23- The reveal of the new Samsung Ambassador in the Samsung S4 launch party
Period for online contests and mechanics will be from April 8- April 23*****Please note that APP creation, DTI and ther pertinent documents for this willcome from the Digital Agency. Concept and coordination of talents will be care of Bridges. The execution part will be very critical for the Digital Agency.*****
There will be three finalists from each
station that will be announced during the
launch of the Samsung galaxy S4
THE FINAL ROUND
Samsung Brand Representative will be
interviewing each ambassador that is in the finals.
30%- Knowledge of the Product
30%- Brand Love
20%- Online Following and Support of Consumers
20%- Embodiment of the Samsung Brand
Criteria for Judging:
The panel from Samsung will be awarding the contract to the
chosen ambassador on the 1st week of May 2013
Prizes at Stake
THE GMA talent who will win the ambassadorship will get
a 2Million peso contract tax free from Samsung
• 2 photoshoots for the desired HHP/Tablet campaign he/she will
be involved in
• Allowing photos and videos to be
used in insterstitials and
PR releases
• OOH execution and fliers
• 1 TVC shoot day and TVC
• 1 Viral Video execution
• Lock out for 15 months
• 4 event appearances
• 12 tweets a month for 15 months
THE ABS-CBN talent who will win the ambassadorship will get a 3 Million
peso contract tax free from Samsung
• 2 photoshoots for the desired HHP/Tablet campaign he/she will be involved in
• Allowing photos and videos to be
used in insterstitials and PR releases
• OOH execution and fliers
• 1 TVC shoot day and TVC
• 1 Viral Video execution
• Lock out for 15 months
• 4 event appearances
• 10 tweets a month for 15 months
Winners must adhere to any post-competition activities initiated by Samsung
Mobile Philippines
• Panel of judges’ decision is deemed final and irrevocable.
• Samsung Philippines reserves the right to declare a contestant unfit to win a
prize if said contestant is suspected or convicted of obtaining a win using
disallowed methods or methods which breach any of the requirements
specified herewith.
OTHER CONTROLS
Photos submitted must adhere to the ff.
• show/feature the participant herself and not any other person
• generated, created, or otherwise self-produced by the participant.
• Original and must not have been digitally modified, altered, and/or revised.
• does not contain brand names or trademarks, except for Cream Silk trademark
• not contain material that violates or infringes another’s rights, including but not limited
to privacy, publicity or intellectual property rights, or that constitutes copyright
infringement;
• does not contain material that is
inappropriate, indecent, obscene, hateful, tortious, defamatory, slanderous or libelous;
• does not contain material that promotes bigotry, racism, hatred or harm against any
group or individual or promotes discrimination based on
race, gender, religion, nationality, disability, sexual orientation or age;
• does not contain material that is unlawful, in violation of or contrary to the laws or
regulations in any state where the submission is created.
Self-portrait Guidelines
• Upon submission of photo and videos the participant agrees that Samsung
Philippines. And its agencies will have rights to publish, share, and reproduce
the image for either commercial or non-commercial purposes.
• Should the photo/s be found to be legally owned by another party other than
the participant:
• theparticipant agrees to bear full responsibility to any and all potential
and actual legal repercussions of using, publishing, sharing, and
reproducing the image without permission from the original owner/s.
• any and all prizes or any other form of winnings from the promo is
considered null and void. The contestant agrees to return prizes (if
already received) or waive any and all claim to prizes (if not yet
received) or face the potential and actual legal repercussions of
using, publishing, sharing, and reproducing images without permission
from the original owner.
All entries will remain properties of Samsung Philippines. Inc.
and reserves the right to use them without consent of the
owner.
Samsung Philippines reserves the right to decide and may at
any time, without prior notice and in its sole discretion, remove
content that portrays such as, but not limited to, pornography
and obscenity.
Ambassador Campaign The Ambassadors will be utilized in campaigns including slants in which
they focus on the journey to getting the contract.
These Ambassadors will be utilized by how they have believed in the
Samsung Product so much to want to win the prize.
Having the Ambassador need to
show the Samsung Lifestyle
The Ambassador program will be
highlighted as a campaign.
As the Ambassador program
goes on the Samsung Digital
team will provide a page where
the entries of candidates will be
compiled to see a trend. With this
the tag line Life Companion will
be highlighted throughout the
page as the entries cover multiple
facets of the life.
Media Launch
The Bubble Tent set-up will be placed in Bonifacio Global City on April 26 . Media and personalities will be invited to experience S4
Highlight the S4The Bubble tent will highlight the four
main categories of the product
features:
• Fun
• Relationship
• Life Task
• Life Care
All in one innovation.
The Bubble tent in itself would give
the feel of the Samsung Galaxy S4 as
the Next Big Thing is your Life
Companion
Giveaways
• Loudbasstard bamboo speakers-can be
customized to have logo
SOCIAL MEDIA PLANMARCH KEY MESSAGE SAMPLE MANDATORIES
Week of April
15
Tweets about those who
have experienced the
Guru Units
Enjoying a first hand experience of the Samsung
Galaxy S4 it really is #thenextbigthing
Didn’t think they can do more with that function
But the camera of the Samsung Galaxy S4 is my
new mirror #TheNextBigThing
The perfect life companion is really with the
features of the S4 #thenextbigthing
Must always tweet
with
#thenextbigthingS4
Interact (tag) with
other Samsung
ambassadors
Must always tweet
with hashtag
April 8- 26 Ambassadors start to
tease the public about
Samsung Galaxy S4
A new breakthrough technology from Samsung!!
So excited for this one! Can’t wait to see
it!!#SamsungBestCanBeBetter
The Samsung Galaxy S4 is the perfect life
companion for my busy schedule! The best way I
keep family up to date #thenextbigthing
The music feature on this is insane! We’re
jamming while waiting for practice. Awesome
#thenextbigthing
Week of April
26
The Announcement SAMSUNG’S NS4 IS AMAZING!! Nothing like it!!
#TheNextBigthing
Can’t wait to get my hands on the S4. Really
shows with #Thenextbigthing is a
#Lifecompanion
SLANT MEDIA/PUBLICATION
Samsung’s Galaxy S4 continues to show
how its innovations make best even better This article announces Samsung’s new product and
how Samsung is the leader when it comes to
innovation.
Philippine Star, PDI, Manila Bulletin, Manila Standard
Today, The Daily Tribune, Malaya, Business Mirror,
Business World, Cosmo.ph, Spot.ph, Kristn.com,
Interaksyon, GMA Online, ABS-CBN Online, Yahoo!,
Rappler, Starmometer, Gadgets Magazine
Samsung announces details of product
launch. A press release on the most unique product
launch in the Philippines. The article will talk about the
details of the Samsung Galaxy S4 experience.
Samsung still is in the forefront of creativity.
Philippine Star, PDI, Manila Bulletin, Manila Standard
Today, The Daily Tribune, Malaya, Business Mirror,
Business World, Cosmo.ph, Spot.ph, Kristn.com,
Interaksyon, GMA Online, ABS-CBN Online, Yahoo!,
Rappler, Starmometer, Gadgets Magazine
Press release to be circulated in forums, blogs the
newest gadget releases and all avenues that informs
the public about the newest gadget releases in the
country
Samsung product video teaser. The video will be
seeded on Facebook, Tech magazine sites, and social
media sites.
YouTube, Facebook, Twitter, Blogs, Tumblr
PR PLAN
To sustainMay: Inquirer and Philippine Star
Post-event features of the Project J Experience
May: See how these Brand Ambassadors fought for the Next Big Thing
An article on the Ambassador Program Journey
June: Loaners Review
Units will be sent for review to selected tech writers
June: S4 still proves it’s the Life Companion for Different lifestyles
July: You can always choose the tech Life Companion
Working Calendar UNPACKED
Date Activity Channel Media Remarks
March 15 UNPACKED Activation New York Completed
March 15 Local UNPACKED and First Hand Experience
Activation Tech Media Bloggers
Done at DusitThani hotel and provided Social Media and Blog outputs
TBA Guru Units Loaners Units Tech Media Review Units to be released
Working Calendar Ambassador Search
Date Activity Channel Media Remarks
1st week of April
The Selection PR In cooperation with the talent centers
April 8 The Audition Social Media
Entertainmentand Tech Media
April 26 The Introduction
Activation Entertainmentand Tech Media
Contract DurationPeriod with highlight on May-June
Ambassador Campaign
Print MediaAnd Online Media
Lifestyle and Tech Media
Media Launch
Date Activity Channel Media Remarks
3weeks before the Event
• Loudbasstardgiveaways to be ordered
• Design of invites
Bridges
2 weeks prior event
Release of Save the Date
Bridges To media and personality invitess
AP candidates are given inclusions
1 week prior event
• Release of Invites• Walkthrough and
pre-prod
Project J Team
April 26 Media Launch Allinvolved
All media invited and personalities
May-Onwards
• PR Seeding and slants to be used
• Ambassador Campaign
Lifestyle, Tech and Entertainment Media
{Thank You