Tuesday , 13 November 2018

Samsung’s #MoreThanJustSpeed: Is ambush marketing passé ? – Social Samosa

Samsung’s ambush advertising marketing campaign was on the receiving finish because the model determined to tackle OnePlus 6’s launch with an intensive advertising try.

OnePlus went full throttle within the launch and promotion of their upcoming mannequin, OnePlus 6 with the tagline – The Pace You Want.

Samsung took the ambush advertising route, with #MoreThanJustSpeed, throughout all media platforms. Proper from a Google Advert to a promoted tweet, Samsung took up on OnePlus’ marketing campaign.

Whereas it might need labored by way of model consciousness or mentions, Samsung attracted flak from disgruntled shoppers in addition to OnePlus loyalists who responded with unfavourable feedback and trolls.



Social Samosa has reached out to Samsung for feedback.

Additionally Learn: Samsung shares why #MomsLoveNonStop

This isn’t the primary time an ambush advertising or entrance foot advertising initiative has gone incorrect. Not too long ago, ITC’s B Pure Juices launched an assault on arch rivals Tropicana by PepsiCo and Actual by Dabur. Adopted by a print advert, the Twitter confrontation of the manufacturers wasn’t responded with the furore that ambush advertising normally does.

“The entire thought behind ambush advertising is to be good, intelligent, and witty,” mentioned Anil K Nair, CEO & Managing Companion Digital L&Ok Saatchi & Saatchi. “Once you crack a joke it must be humorous and related.”

Nair explains that within the digital day and age, there’s the place little margin for error, if it really works, it’ll work instantly, but when it doesn’t there’s rapid backlash.

“The viewers doesn’t like when manufacturers attempt to get imply, nasty or opportunist. Having mentioned that, trolls to ultimately section out and the unfavourable response eases out.


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