#PowerOn / #SamsungSolve / Jay-Z & Kanye: Samsung’s Innovative Use of Social at SXSW
Samsung’s social media strategy at SXSW seems to be spread the love.
The company is rewarding Galaxy users for being Galaxy users with free battery re-ups when they tweet #PowerOn (a smart goodwill-building move, considering the tech giant just announced the Galaxy S5 at Mobile World Congress in Barcelona). They hosted major events at their Blogger Lounge with everyone from Shaquille O’Neal to the founders of the Webby Awards. They promoted a “Solve For Tomorrow” educational contest finalists present at SXSW EDU in front of a panel of judges (and with a whole lot of Twitter support). And last night, they kicked off their weeklong concert series with a Jay-Z/Kanye West show that was free for Galaxy users who’d downloaded their Milk Music app.
— Samsung Mobile US (@SamsungMobileUS) March 12, 2014
Galaxy owners are in luck at SXSW. When batteries begin to run low after nonstop days jetting from event to event, Samsung offers free swaps for fully charged batteries around Austin—just tweet #PowerOn and the team @SamsungMobileUS delivers directly to your location! This campaign is seeing great success (people love freebies!) on Twitter.
Jay-Z + Kanye + Samsung Galaxy + Milk Music = Greatness.
Samsung launched Milk Music, its competitor to Apple’s iTunes Radio and Spotify, right on time for #SXSW. That’s no mistake. On March 10, Samsung announced that it is hosting a concert series kicking off the evening of March 12 with a concert featuring Jay-Z and Kanye West. SXSW conducted a ticket drawing for this show, which grants entry for Platinum and Music badge holders along with SXSW Music Festival Wristband and Artist Wristband holders—but Galaxy get in free, no questions asked.
— Brad Burnside (@bradburnside) March 9, 2014
Give and ye shall receive, as Samsung’s blogger lounge reminded us. By providing social media folks with a place to collect their thoughts and blog their hearts out—not to mention complimentary breakfast, lunch and a daily happy hour at 5:30pm—they got a lot of love from the social media community, which they quickly capitalized on by retweeting.
— Samsung USA (@Samsungtweets) March 12, 2014
Samsung sponsors a Solve for Tomorrow education contest, which gives schools across the U.S. the opportunity to raise interest in Science, Technology, Engineering and Math (STEM) subjects among students by awarding their schools with a share of more than $2 million in technology products. It decided that SXSWedu 2014 would be a great place for finalists to present. Voting takes place online at http://www.samsung.com/us/solvefortomorrow/home.html, and Twitter has been off the chain with folks rustling votes for their local schools and projects.
— Cassidy Baxter (@icsparkles23) March 13, 2014
The combination of local support and national publicity from the SXSW presentation on Twitter has been a clear social media and awareness-raising win.
Which components of Samsung’s South-By campaigns did you notice? Which worked best? Let us know in the comments.
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.