Samsung is a global company, founded in $1938$ and based in Seoul, South Korea. It is the largest South Korean chaebol $($business conglomerate$).$

Their revenues are $$300$ Billion US$ with half a million employees worldwide. Their products include electronics, construction, and shipbuilding industries. Samsung is the world$$s largest mobile phone maker by unit sales, overtaking Nokia in $2012.$

The campaign focus was on millennials, men and women under $35$ years of age who are heavy mobile users and early adaptors of new technologies and media sharing methods. Samsung showcased their smartphone$$s capabilities and increased product awareness.

The Galaxy SIII owners were able to use NFC $($Near Field Communication$)$ technology as a location$-$based mobile content delivery tool and changed the face of out$-$of$$home advertising by mixing traditional media $($outdoor$)$ with mobile technology users. This campaign promoted the ability of the product to tap two phones together to share content.

The billboards replicated the behavior of the sharing of content, with free quick content to users of the Samsung phones. In major US cities, Samsung bought billboards and kiosks in high traffic locations where people were most likely to have extra time on their hands, including airports, transit stations, and malls. No longer were they just posters, they were entirely different as distribution centers for songs, books and other content.

The posters headline $$I have a song for you$$ attracted the user to place their phone over a spot on the billboard to download the free song. They could also download a video or e$-$book in an instant, which showed the capability of the device.

The results of this case were that the out of home media became a living and interactive event, revolutionizing NFC technology useage. Engagement was three times higher than expected, with $1\mathrm{.}4$ million impressions and over $90,000$ interactions with the posters and kiosks. The activation was also reported in Wired, Inc, BGR$,$ and Contagious.

Questions

Why was the millennial audience so important to Samsung?

How could the campaign be adjusted to target $35-50$ year olds, who have more disposable income?

What else could Samsung have done to enhance the sharing of these downloads?

Do you think sharing of the downloads was the best metric to focus on$?$ Suggest a secondary metric and explain why.

How did mobile and out of home interact and can you give an example of another out of home and mobile experience you would like to see?

Suggest how this brands concept could align with your semester project.