Event

x420 LaunchX420

Objectives

• Accompany the classic launch campaign of the PC “x420” with an

exceptional event

• Highlight the main product benefits to make them the central

theme of the operation

– +9 hours of autonomy

– mobility

• Combine both on and off line activity for the first time

• Use bloggers as a communication vector and promoters for the

operation

– INFLUENCE MANAGEMENT

• Gain awareness by creating online buzz and press clippings

The Idea – Treasure Hunt

• The 9th December, 9 computers will be

hidden in 9 different places throughout

Paris

• For 9 hours, 9 clues will be given on line

so players can locate them, get to the

place first and win the computers

• After 9 hours those computers not won

will be put back into a prize draw

NAME = 9H CHRONO

HIGHLIGHTING THE 9 HOURS OF BATTERY LIFE OF THE x420 NOTEBOOK

E-mailing X420 website Bloggers Banner

Campaign

Word of Mouth

Press release

Press/Online

articles

Communication Means

Street Marketing

Communication Phasing

9h CHRONO

Create 3 communication phases

1. -3 weeks: Seeding Bloggers

2. - 2 weeks: Emailing 1/Facebook-Twitter-MicrositeCreation/Banner campaign/Web Campaign/Press release/ Emailing 2

3. D Day: Flyer Distribution /clue activation online

PHASE 1

Phase 1 : Seeding bloggers

• + 60 articles posted on line

• 23 blogs & +40 news portals/blog portals

•160 blogs contacted

• High Tech

• Marketing/Communication

• Lifestyle = fashion, trends

PHASE 2

Phase 2 : Microsite creation -info

• Mis en ligne le 24 novembre

…& inscription: have to register to play

Phase 2 : 1st e-mailing

• Sent the 25th November

• Sent to 20 410 people

from Samsung DB

– Opening rate: 23.9%

– Clicks to URL: 4.67%

• Global performance above

average for Samsung

mailings, especially on

the opening rate

Envoyé Ouvert Cliqué

Emailing 19966 4771 940

Title: Le 9 decembre vous aurez 9h pour

trouver et remporter un PC Portable X420

Phase 2 : Facebook page 18/11

• Creation of FB page to animate build-up

Phase 2 : Twitter creation 18/11

Comments

« Original concept »

« Original buzz

campaign »

Phase 2 : Press Release 03/12

15 articles produced

Phase 2 - Banner campaign 3-9/12

EmplacementsImpressions

délivrées Clics Taux de clic

300x250_EVENT - Pack Zephir 303 794 356 0,12%

300x250_EVENT - nouvelobs.com 62 905 119 0,19%

300x250_EVENT - Lemonde.fr 69 898 176 0,25%

300x250_EVENT - Aufeminin.com 44 440 25 0,06%

TOTAL 481 037 676 0,14%

Campagne NOTEBOOK XSERIES 03-09 Dec 2009

Results: market average

Le Monde gained the highest CTR

Phase 2 - E-mailing reminder 08/12

• Sent the 8 December

• Sent to 19 834 people in Samsung base

– Opening rate: 20.57%

– Clicks to URL: 2.94%

– Opening rate: 59,2%

– Clicks to URL: 31%

• The performances of the campaign are highly above average for the emailing received by those who subscribed to the game

Envoyé Ouvert Cliqué

Emailing 2 19 834 4079 584

Title: J-1 avant la grande chasse

au X420 dans Paris !

Envoyé Ouvert CliquéEmailing inscrits 571 338 176

PHASE 3

Phase 3 : D Day

• Flyer Distribution

– 4 strategic areas in Paris

– 6 hostesses

– + 10 000 flyers distributed

Phase 3 : Animation site

• During the day 9th

December – clues given out all day long

• Repeated on FB & Twitter

• 1068 subscribed

• Frequentation from 24/11 to 9/12 : 13 659 pages seen

• Peak the 27-28/11 and 7-9 December

Phase 3 : Animation FB

Phase 3 : Animation FB- resultsFacebook results

• 657 «fans» on the day of the operation:

_59 % men, 41% women

_71% between 18 et 34 years old

•595 comments, an average of 13 per status

•(peak of 56 at the end of the day)=> almost instant creation of

conversations to decipher clues

•183 581 potential OTS(occasion to see)• (cumulated audience of friends of all the fans)

Toshiba benchmark

On Facebook since 22/09

1224 fans for 96 status updates*

1.8 status per day

On Facebook since 24/11

657 fans for 46 status updates

3 status per day

•Status updates means that then operation is written on the wall of the fans,

which is seen by all his friends

Facebook: important mentionsFrançois Gombert ( Bozarblog): 1000 «friends» on Facebook

Journal du Geek: 5097 fans on Facebook.

Facebook: mentions by fans

Phase 3 : D-Day Twitter results

• 266 «followers» on D Day

• 6 834 people with a contact to the operation (mention

@9h_chrono)

• 191 retweets (copy of a link mentioning the operation so it

appears on one’s account)

•• 40 830 potentiels OTS (cumulated audience of Twitters

mentioning the operation)

• Direct use of the mobile application Twitter on D-Day, reinforcing

the notion of mobility for the Treasure Hunt

272 followers pour 1188 followed

A ratio of 1 follower to 4 followed

On Twitter since17/11

266 followers pour 279 followed

A ratio de 1 follower to 1 followed*

OnTwitter since18/11

*The ratio abonnés/abonnement determines the attractiveness of the Twitter account

The lower the ratio is low, the more attractive the account

Toshiba Benchmark

Comments

Post Operation

The Winners

• Nearly every winner heard about the game from a different communication source:

– Hotel Particulier = FB

– Hôtel de Ville = Flyer

– Kusmiti = From a friend

– Les Influents = Banner Camapign

– Windows Café = Blog

– Atelier des Chefs = Emailing 2

– Carette - Twitter

– Kusmiti – FB

• The different communication means, worked !!!

Phase 3 : Winners on website

• After the operation, the winners were announced on the website with their photo

• Partners were thanked – link to their website

Photos

Conclusions

• Great success for this FIRST ever on and offline event

• Unique format perceived as innovative

• Opinion leaders approved and perpetuated the buzz

• Promotion through multi channel communications succeeded(winners)

• High level of blog buzz

• Direct contact with the general public- great Word of Mouth for the future

– Humanizes the Brand and it’s products- increases positive reputation

Conclusions

Difficult to measure total audience of blogs/news portales & Google

Excellent ROI per OTS

+4000 consumers had direct interaction

Tool Sent/OTS Opened/Seen Clicked/Direct contacts

Emailing 1 19 966 4 771 940

Emailing 2 19 834 4 079 584

Emailing Participants 571 338 176

Banner Campaign 481 037 676

Microsite 13 659 1 068

Facebook 183 581 657

Twitter 40 830 6834 266

Flyers 10 000 15 000

Audience Blogs/portals(min.) 200 000

Audience Presse (min.) 100 000

Google

Total 1 069 478 31022 4367

Annex

Google

• 9h Chrono = 10 premières pages

41

France Bleu IDF

42

Laptopspirit.com

http://www.laptopspirit.fr/58236/samsung-

une-chasse-au-tresor-pour-gagner-9-

portables-x420-culv-14-pouces.html

43

Zone-numerique.com

http://www.zone-

numerique.com/news_6065_La_chasse_a

ux_tresors_X420_de_Samsung_demarre_l

e_9_decembre.htm

Ere-numerique.fr

44

http://www.erenumerique.fr/a_la_chasse

_au_samsung_x420_-news-17969.html

45

Dandies.fr

http://www.dandies.fr/chasse-samsung-x420

46

http://www.aufeminin.com/les-chouchouter/chasse-au-tresor-samsung-x-420-n38076.html

Aufeminin.com

47

Paper-Blog.fr

http://www.paperblog.fr/2585571/chas

se-aux-tresors-samsung /

48

Fredzone

http://www.fredzone.org/samsung-te-file-

ton-netbook

49

Ecranmobile.fr

http://www.ecranmobile.fr/Samsung-organise-une-chasse-aux-tresors-dans-la-

capitale-le-9-decembre-prochain_a10028.html

50

GenerationMP3

http://www.generationmp3.com/category/4

-blog-generationmp3-le-blog-des-

baladeurs-mp3/baladeurs-mp3/samsung/

51

ITRnews

http://www.itrnews.com/articles/

98232/samsung-ouvre-chasse-

x420.html

52

La Vie Numerique

http://www.lavienumerique.com/articles/98232/samsung-ouvre-chasse-x420.html

53

Journal du Geek

http://www.journaldugeek.com/2009

/11/27/9h-pour-le-samsung-x420/

54

Confortique-news

http://www.confortique-news.com/actualite/gris/samsung-a-

cache-9-ultra-portables-x420-dans-paris.htm

55

http://www.mobifrance.com/news/2

009-12-04/id15774/Samsung-

organise-une-chasse-aux-tresors-

dans-la-capitale-le-9-decembre-

prochain

MobiFrance

56

Geeek

http://www.geeek.org/post/2009/12/06/9

h-Chrono-:-Gagnez-l-un-des-9-

Samsung-X420-cach%C3%A9s-dans-

Paris

57

http://www.tech.youvox.fr/Samsung-

organise-un-jeu-concours,1533.htm

l

You-Vox

58

http://www.infoburomag.com/news/samsu

ng-organise-une-chasse-aux-tresors-

inedite-5282.aspx

Infoburomag

Annex

7 Dec 2009

Annexes