samung corby colour wars on twitter

Samsung Corby Colour Wars on Twitter

April 10, 2023 © Scenario Consulting Private Limited 1


Testimonials

“At the outset, thanks much for an opportunity to get involved in the fun Fun, yes, ‘coz for me the idea of engagement was fun. And the way the tweets from @Samsung_Mobiles motivated/ teased/ commented, everything came out as an entertaining and involving (very important) initiative rather than a hard lined marketing effort. Kudos to the team (and the individual managing the Twitter account)! It clearly showed the hard work put into the effort.” – Abhishek Baxi, Team Leader, Corby Colour Wars

"SamsungCorbyWars was fun! No matter who wins but it was a feeling which I could compare with the tug-of-war we did in high school"– Praval Singh, Team Leader, Corby Colour Wars

“Shimauli the Chief Buzz Officer of Buzallong highlights the Social Media Marketing campaign by Samsung Corby” in a Blog post by Sorav Jain that compiles the Social Media Highlights of 2009

http://www.twitter.com/shimauli

http://www.soravjain.com/www.buzallong.com

http://www.soravjain.com/2009/12/social-media-india-highlight-2009.html


Executive Summary

Samsung Corby Colour Wars was an initiative by Samsung Mobile India during the launch of its touch-phone, Samsung Corby – an affordable and stylish touch phone, the first of its kind, for the Indian youth

• In India, the Corby brief was to connect the dots around three key words – • Youth• Social Networking• Colour

• Samsung Corby Colour Wars brought all aspects of the brief togetherUsing:

- Twitter as the main platform for connecting stakeholders- A viral format to make it attractive to youthWe brought out Corby colours at, literally, every little step of the activity


Executive Summary

Though seemingly tactical in nature, the impact of the activity goes beyond just the obvious –

Corby was a major launch for Samsung Mobile India in 2009, giving it a hold in the youth and touch segments.

• The buzz generated helped Corby take a position in this attractive segment

• This initial connect we established with a variety of stakeholders gave the brand an opportunity to continue the engagement

• Over a course of time, we’ve engaged select participants for feedback and insights for other Corby products (extensions) as well


Executive Summary

Importantly, other than winning money and Corby phones (both team leads and members), the team ensured that everyone who was touched by the activity feels like a winner and that the ‘experience is the reward’ philosophy around the activity comes alive

From a total of 3284 tweets with brand mentions in the 12 days > 2853 tweets were from the teams and other fans > leading to an overall exposure of around 6,15,750 exposures > at the rate of 0.09 INR per exposure > our expense on the activity being a total of just 58,000 INR!


Executive Summary

The Digital Brand Index 2.0, jointly brought out by Edelman and Brandtology, earlier this year (shared in detail below) derives that there has been an exponential (123% ) increase in the number of brand mentions for Samsung during Oct-Dec (6,548 brand mentions) over the previous quarter, taking Samsung to #4 in the Index (against #7 in the previous quarter)

The Samsung Corby Colour Wars on Twitter as part of our Social Media campaign is likely to have contributed to this jump (given that the index also showcases Twitter as the buzziest social channel).

• Our own post-activity analyses show over 3000 mentions of Samsung Corby, amounting to nearly 6,15,000 exposures

http://www.slideshare.net/SamsungMobileIndia/samsung-corby-colour-wars-terms-and-conditions

http://twitter.com/

http://www.facebook.com/SamsungCorbyIndia


Background

Samsung Mobile is the market leader globally for full-screen touch phones

Recently, it has been focused on its touch phone strategy to grow its market share in India

In Sept 2009, the company launched Corby S3653, its first mobile handset designed to support the highly connected lifestyle of today’s younger mobile users, complimenting the Company’s existing touch screen strategy “touch for every lifestyle”

The Corby was a crucial launch for the brand given that it was the entry point for the company in the youth segment


Background

Samsung Corby was uniquely tailored to suit the Youth, with:

• Stylish body design and colors; with bold color options like -• Jamaican Yellow• Cupid Pink• Minimal White• Festival Orange• Classic Black

• Cutting edge design also extended to the handsets UI by providing -• Animated UI• Highly stylized graphical menu• Full support for a wide range of social networks that were integrated

directly into the handset’s UI

• Attractively priced at MRP Rs 9,600


Background

The task at hand was, therefore, to position Corby on three key planks :- Colour- Social Networking & - Youth

As an important element of the product itself, Social Media had a significant role since the task was –

“to create a unique experience for the customers on social networking platforms that would create awareness for Corby and build association in the product category”

Samsung Corby Colour Wars : Approach/ Strategy



Objective

Create buzz and generate conversations around Samsung Corby in the launch phase to help the brand take a strong position in the youth and touch phone segment

Choose a viral format that connects “Youth, Social Networking and Colour” as three key concepts associated with Samsung Corby


Concept

•Five active, vocal Indian users were invited to form a Corby Colour team each (based on the 5 colour options for Corby available in the Indian market)

•Corby Colour Wars team leaders approached friends asking them to follow the ‘team colour’. To join / follow a team, all participants had to ‘tweet’ the team’s hash-tag ONCE (vote to be counted only once)

•Top three Corby team leaders, who reached a certain set target of followers over the activity duration of 12 days, could win a Corby

•Team members / followers of all 5 teams combined also stood to win a minimum of ‘two’ Samsung Corby handsets, selected through a lucky draw

•The Team Lead with the maximum members/ follower in the team would also win Rs. 10,000 in cash

•Ensure that ‘experience is the reward’ and everyone feels like a winner at end of the activity


Duration

20 – 30 October, 2009Planning 02 – 13

November, 2009Execution 14 – 18 November, 2009Evaluation


Budget

Resources allocated

• Five Corby phones for winners

• Rs 10,000 cash prize for the final winner

Budget

• Rs 58,000• (MRP of a Corby

phone = Rs 9,600)


Stakeholders

The initiative was aimed at socially networked, online savvy youth both influencers and potential customers for Corby

The choice of medium for the initiative – Twitter - allowed engaging with the stakeholders extensively given its viral nature


Stakeholders

Enthused by the viral nature of the activity:

• Several participants expressed interest in becoming team-leads• There were constant requests for the next edition of the Corby

Colour Wars• We got extensive feedback received from the participants• It helped generate queries from customers around Corby

Samsung Corby Colour Wars : Step-by-Step



Simple brief – let’s make this like ‘Big Boss’ – twists, turns, soft controversy to generate talk and excite participants


Identifying the five Corby team leaders

One of the important steps in planning for the initiative was to identify the five leaders for the Corby Colour Wars, given the success of the initiative was driven to a great extend by the level of participation by the leaders

Parameters for selection -

• Young (target group for Corby)• Highly vocal (to ensure enthusiasm)• With a strong network (to ensure reach)

We identified 12 target team leaders and reached out to them for participation


Select Twitter users were sent invite mails:


The following five team leaders were finally selected after securing their approval –

@Praval - Head -

Strategic Solutions at

Media Redefined - A

social technologies

firm

@sensonize - 18 yr old blogger,

student, geek, content

broadcaster and (EVIL)

Tweeter. CEO of

@Limespace Networks.

Netrepreneur by Day, Super Hero by Night

@dhempe - Knowledge

Management Professional, Social Media Enthusiast, Amateur

Filmmaker

@baxiabhishek - Geek / new media

guy / photowalker / microsoftie /

windows7 PC / blank noise guy / critical movies fan /

windows mobile

@monikkinom - 14 - Blogger,

Web Developer,

Online Marketing Enthusiast,

G33k, Watches lots of Movies, Loves Soccer, his comp and

twitter


Terms and Conditions uploaded and shared through SlideShare, Facebook and Tinypaste:


Twist in the tale # 1 – proposed team leads allow change of vote once – lots of back-forth-tweets emerged. Team leads didn’t agree


Twist in the tale #2 – brought down the number of followers to win, to 200 per team – renewed interest in the game at end of week 1


Continuous back-end suggestions & support to the teams:


Active engagement to ensure everyone was having fun…


Predictions and prophecies:


Undertaking exit polls to drive interest among participants and push supporters


Amplifying the naturals twists in the tale – when a contender wanted to abandon…


And this is how we pepped him


Amplifying the naturals twists in the tale – when a contender wanted to abandon…


Result - He came back with a bang!


For some, grapes were sour, but it helped the game-


And then, some more war…


Leader in the middle of 'spam' controversy!

We took a strong stand against spam and engaged with participants having identified the bots


And then.. it was contender's turn to face the heat!

Fierce competition, but with fun! We facilitated the competitive build-up among players in a spirited manner


Building hype for the grand finale…


Selecting winners – focus on fun and surprise…


Selecting winners:

Tracking mentions for all five team hash-tags

Removed duplications within each team, as well as between teams

Filtering bonafide responses that count as participants

Rigorous method of filtering was shared with all teams


Selecting winners:

Process of

Filtering >

•Multiple tweets from one account for one team were counted only as one submission

•If a Twitter handle tweeted for more than one team, the team they tweeted for first was taken as their valid entry

•People outside of India who tweeted a particular team’s hash-tag have been included in the count for purposes of selecting the winning team, but not in the draw for prizes (for themselves)

•Brand / Company Twitter accounts have not been included in the count

•Bots have been eliminated from the team members lists (This includes accounts with 0 followers and only one tweet with one of the contest’s hash-tags)

•People who joined teams on manipulated by bots have been included in the draw, but kept out of the count for selecting the winning team


Announcements via-fun – Countdown through Vital Clues – build up & announcements :


Taking stock at all points: Verdict – We love Corby!

We conducted periodic polls to evaluate the customer’s sentiment


Other Touch-Points and Channels usedBrand Samsung Mobile also utilized the thriving Corby community on Facebook as a channel of getting more participants over Twitter by sharing periodic updates, content etc.

• Blog posts by team leaders & supporters• Facebook event page set up by leaders &

supporters• Give-aways offered by team leaders on their own

behalf to win supporters• Tracking mechanisms being put in place by the

participants themselves

However, the real highlight were the touch points and channels set-up by the participants that helped build greater visibility


Team leads set up Facebook events to promote the contest:


Messages shared on Facebook, leading to spill of viral outside Twitter also:


Members shared Corby video and their own offers on their blogs:


Give-aways from Team leads as well as supporters:


Blog Posts by team leads to promote their hashtags:


Tracking mechanisms were put in place by Teams as well, from starting Twitter lists to setting up full-fledged widgets:


We were also monitoring the contest & tracking the progress of the teams continuously:


Feedback sought post event, from team-leads:

Samsung Corby Colour Wars – Impact/ Outcome



Impact

•As elaborated earlier, Samsung Corby Colour Wars did successfully bring all aspects the brief together.

•In doing so, not only did we generate huge buzz across the platform and other Samsung Mobile touch points for Samsung Corby, but also seeded Samsung Corby as the youth phone in the touch-screen segment.

•Exposure – the total exposures received from the activity were 6,15,750*


Highlights:

Samsung Corby team hash-tags

SamsungCorbyColourWars hashtags

References without hashtags Total exposure:

Series1 465000 83250 67500 615750

50000

150000

250000

350000

450000

550000

650000

465000

8325067500

615750

Exposure - Samsung Corby Colour Wars

Exposures – sum of all the tweets mentioning the relevant keyword, each multiplied by the number of followers of the person tweeting


Highlights:

Number of tweets (by us)

Number of Tweets (with Samsung Corby's mention)

0 1000 2000 3000

431

2853

Engagement – Samsung Corby Colour Wars

Engagement with stakeholders – From a total of 3284 tweets with Samsung Corby mentions, 87% came from the participants


Three of our hashtags among the top 25 most trending topics:


On Slideshare.com, the link came into the "Hot on Twitter / Facebook section 8 times in the duration of the contest:


Digital Brand Index 2.0 validates our success:


The findings of Digital Brand Index 2.0, an independent survey conducted by Edelman in association with Brandtology for the period Oct-Dec 2009, validated the impact of the Samsung Corby Colour Wars on Samsung’s overall presence online

• Samsung ranked #4 among the top 10 buzziest brands in India, jumping 3 positions from the previous quarter July-Sept

• 123% increase in the no. of brand mentions for Samsung during Oct-Dec (6,548 brand mentions). It is noteworthy that the number of tweets (with Samsung Corby’s mention) were 2853 contributing 56% of overall brand mentions

• Twitter was the top channel of buzz with 76 per cent of all mentions (118,150) found on the micro-blog platform

The activity was able to connect the brief with strategic objective of positioning the Samsung Corby as a Youth touch phone


Learnings:

The activity re-affirmed for us that if the concept seeded is strong and resonates with the brand rationale as well as the target audience, it will enjoy a natural success

While we got tremendous hype for the activity, we never made becoming a @Samsung_Mobiles fan mandatory for participation – the idea was use this buzz-oriented activity as an opportunity for engagement – one out of every two people we interacted followed us of their own accord


Challenges we overcame managing such heavy volumes of conversation:

•There were bots identified during the contest that were getting participants to share the team hash-tag

•We took a strong stand against the same with team leaders being informed of a potential disqualification if involved

•Bots were eliminated from the team members lists

•People who joined teams on manipulated by bots were included in the draw, but kept out of the count for selecting the winning team

Threat of SPAM(We had a strict policy against

spamming)


Challenges we overcame managing such heavy volumes of conversation:

•Multiple tweets from one account for one team were counted only as one submission

•If a Twitter handle tweeted for more than one team, the team they tweeted for first was taken as their valid entry

•People outside of India who tweeted a particular team’s hash-tag were included in the count for purposes of selecting the winning team, but not in the draw for prizes (for themselves)

•Brand / Company Twitter accounts were not to be included in the count

Tracking (An elaborate

process of filtering involved in tracking

the activity to ensure accuracy of results)


Testimonials

Support and encouragement from different quarters!


Testimonials

“At the outset, thanks much for an opportunity to get involved in the fun Fun, yes, ‘coz for me the idea of engagement was fun. And the way the tweets from @Samsung_Mobiles motivated/ teased/ commented, everything came out as an entertaining and involving (very important) initiative rather than a hard lined marketing effort. Kudos to the team (and the individual managing the Twitter account)! It clearly showed the hard work put into the effort.” – Abhishek Baxi, Team Leader, Corby Colour Wars

"SamsungCorbyWars was fun! No matter who wins but it was a feeling which I could compare with the tug-of-war we did in high school"– Praval Singh, Team Leader, Corby Colour Wars

“Shimauli the Chief Buzz Officer of Buzallong highlights the Social Media Marketing campaign by Samsung Corby” in a Blog post by Sorav Jain that compiles the Social Media Highlights of 2009

http://www.twitter.com/shimauli

http://www.soravjain.com/www.buzallong.com

http://www.soravjain.com/2009/12/social-media-india-highlight-2009.html


What next?

Samsung has created Social Footprints and

the engagement is growing

The Social Media journey for Samsung

Mobiles has been received with great

acceptance and initial excitement,

and we’ll be building on that in the future


Reasoning

• Even though the Samsung Corby Colour Wars may appear only a tactical initiative, it marries back into our bigger strategic objective vis-à-vis both Samsung Corby and the Touch segment

Our focus was clearly on strategy

• From a total of 3284 tweets with brand mentions in the 12 days, 2853 tweets were from the teams and other fans, leading to an overall exposure of around 6,15,750 exposures at the rate of 0.09 INR per exposure (given our budget for the activity)

Extremely high conversation factor


Useful Links:• Terms and Conditions, and later results were uploaded on

SlideShare: – http://www.slideshare.net/SamsungMobileIndia/samsung-corby-colour-

wars-terms-and-conditions

• Some select links of participants promoting the activity on their blogs and other touch points like Facebook event-pages:– http://www.praval.com/contests/samsung-corby-wars-support-the-leadi

ng-team/– http://www.sensonize.com/win-a-samsung-corby/– http://bridgingdigitaldivides.wordpress.com/tag/samsung/



http://www.praval.com/contests/samsung-corby-wars-support-the-leading-team/

http://www.praval.com/contests/samsung-corby-wars-support-the-leading-team/

http://www.sensonize.com/win-a-samsung-corby/

http://bridgingdigitaldivides.wordpress.com/tag/samsung/

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