Samsung Tap and Take Viral Teaser Campaign: How to accelerate diffusion of information

Surfing around for a new digital camera and I have to say Samsung’s latest viral teaser campaign for ‘Tap and Take’ technology is awesome.

Really simply they are asking people to guess what ‘Tap and Take’ is, then using social media to spread the resulting curiosity.

Tap & Take Microsite

Make sure you check out the site before August 13 when all will be revealed!

I think there are 5 strategies that the teaser campaign demonstrates particularly well.

1. Plenty of engaging video content with hints throughout.

I can imagine the time on site is very high. From the microsite you can share the videos with your networks through Facebook and Twitter

2. Uses social proof to encourage interaction

When you click to submit what you think Tap & Take is, the screen becomes a montage of what others have thought, bringing to life social proof. So far 6,795 guesses have been submitted.

Tap & Take Social Proof

3. Has a Facebook Fan Page with additional content

Additional content such as ‘Surprising Guesses’ make sure that this page adds value and isnt just a portal to the microsite

Samsung Tap and Take Facebook Fan Page

Tap and Take Facebook Surprising Guesses

4. Further engagement on Twitter

What would a social media campaign be without a Twitter component? They even mentioned my name!

Tap and Take Twitter

5. A competition to keep the interest going after the announcement

Tap and Take technology is launching on 13 August 2009, but as Samsung dont want to lose the followers they have built up they are already seeding a competition commencing on 14 August.

After all this lead up I’m expecting something big Samsung…dont just give away a camera!

More on Diffusion of Innovation

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The Secret to Accelerating Diffusion of Innovation: The 16% Rule Explained

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Categories: Advertising, Diffusion of Innovation, Digital Marketing, Direct Marketing, Facebook, International Marketing, Marketing Strategy, Twitter

Author:Chris Maloney

Chris is a multi-channel marketing strategist and one of Australia's most awarded young marketers.

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