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.
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.
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
4. Further engagement on Twitter
What would a social media campaign be without a Twitter component? They even mentioned my name!
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
Toddlers are accelerating the Apple iPad diffusion of innovation
Why iPhone adoption will be faster in Australia than the US
The Secret to Accelerating Diffusion of Innovation: The 16% Rule Explained
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