Samsung Promo Goes to the Movies with ‘The Matrix’
Samsung’s Anycall cellular arm reached out to Cheil for a program in Korea that leveraged the popularity of The Matrix Reloaded to help hype a new Camcorder phone. Phase 1 began in the street and spread from there. Guerilla teams in full Matrix ensembles reenacted the flick’s opening scene in the street, offered up free oil (very expensive stuff in Korea) at petrol stations, and promoted a sweeps dangling free tickets.
In Phase 2, the buzz from the street stretched inside movie theaters via on-screen Samsung/Matrix spots and Anycall preview parties. And in Phase 3, street teams handed out free tickets to anyone carrying an Anycall phone using partner KTF’s telecom service. KTF blasted Matrix video messages to Anycall camcorder phone users, which caused those users to tell other users and the street cred began building.
Just under 14,000 consumers received movie tickets during the month-long campaign. And unit sales of the phones jumped 11 percent during the program.
Neo, you are The One.