Electronics giant Samsung UK has launched a £3 million
cross-media campaign to promote the launch of its new R210S mobile
phone.
As part of the World Cup-themed promotion, the company is distributing
one million cut-outs of the phone with a cellophane screen, similar to
lenses used in 3D movie glasses. The cut-outs drive consumers to a
special web site (www.r210scountdown.com).
Once at the site, which has been designed by agency Red Square, readers
can place their cellophane phone screen up to the PC monitor to decode a
message for the chance to win prizes, including tickets to the World Cup
and official merchandise.
The promotion is running in publications such as Loaded, FourFourTwo,
FHM, Ministry and What Mobile, and will also be available in shopping
centres across the UK.
"Samsung's mobile phone operation in the UK is growing rapidly and this
is the biggest and one of the first major below-the-line campaigns it
has run," said Andy Kidd, wireless product manager at Samsung UK. "We
will continue to increase the level of marketing in the UK and you will
be seeing a lot more from Samsung next year."
The company has opted for a World Cup-themed promotion because the
tournament is being part-hosted in Samsung's home country South Korea.
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