Samsung jumps on the #icebucketchallenge
A smart way for a brand to tap into this latest Internet craze.
These days it’s harder and harder for brands to get attention. We have an over abundance of content, too many social platforms to occupy our time, and better, more entertaining stuff from our friends than from most marketers. But there are formulas that work. One of them is to go where there is a magnetic pull. Tap into cultural events — World Cup; join existing communities that are assembling online —#GoT; leverage topics and movements that already have the “public” interest.
While there’s been more coverage and attention to the #icebucketchallenge than we can begin to tolerate, including my own post here on why it can’t be replicated (or at least let’s hope no one tries), this little spot from Samsung is worth noting.
It’s a lesson that goes all the way back to the beginning of social media protocol. Don’t create your own new community. Chances are one already exists. Bring something of value (or entertainment) to that existing community.
In this case, Samsung tapped into the challenge in a perfect way. It not only had its Galaxy 5 take the challenge. It did it only because there was a relevant message to be conveyed. Samsung’s phone is waterproof and the iPhone and others are not.
Some have condemned this as trying to hijack a cause and a disease for selfish marketing reasons. Give me a break. The Ice Bucket Challenge has moved way beyond being simply an initiative for ALS. It’s a cultural phenomenon and people are doing it as much to join the craze as to support or raise awareness for ALS.
In fact, this is all really about the selfie movement. Hey, look at me pouring ice over my head. That’s what has attracted both the participants and the audience. It’s social media theater.
Samsung was just smart enough to know that if you’re going to put your brand on stage, pick a venue where the house is full.
