Samsung Promotes Swype Technology Via Texting Contest
To educate consumers about Samsung’s new Omnia II mobile phone featuring Swype texting technology, which is a new way to text by sliding a finger around the touchscreen keyboard instead of tapping letters, the brand hit eight malls from December 2009 to February 2010. The goal was to expose consumers to the new technology, get them interacting with it and then get the phone into the hands of two target groups: tech-savvy, text-addicted youths and technologically competent business people.
Brand ambassadors invited mall shoppers to the footprint to see the new phone and try the Swype technology for themselves. After the guests had a chance to play with the phone, staffers helped them sign up for the onstage contest to try and beat the best texting speed of the day. The fastest texter won a phone. While participants Swyped on center stage, everything they saw on the phones in their hands was broadcast onto a six-foot-tall phone replica in front of them, for the entire crowd to see.
Over the course of the program, more than 5,500 people tried out the phone and Swype technology. After completing the challenge, participants received branded shirts and were encouraged to enter a separate text-to-win contest as an additional way to win a phone.