Samsung is notorious for integrating their products across multiple digital platforms in unique ways. One of the most iconic examples is Ellen’s selfie at the Oscars which went viral in the twitter-sphere. Amber Mayo, Samsung’s director of media and partnerships, explained their integration tactics as “using technology to provide the same information but in a more fun, unique different way” according to Adweek. The selfie example showed the samsung product, showed someone using the product effectively (as normal advertising would) but then being the first time a celebrity was using a product on stage to take a massive selfie – the stunt got a lot of attention.

Photo taken from Hollywood Reporter

But their integration’s don’t stop there, for the 2012 American Music Awards the Korean company had their Galaxy Note 2 phones switched in for the traditional paper envelopes, A live commercial on Jimmy Kimmel Live in June of 2012 followed by a few other night time shows showcasing their products, and having CBS Sports capture photos from a Notre Dame vs Navy football game on a Samsung device! These are only a few examples of the unique and exciting ways that Samsung gets their products known in the digital world.

I think it’s really cohesive with their branding – as an electronics company in today’s day and age you always need to be looking for the ‘next big thing.’ The industry is very competitive, and if you fall back on your R&D there’s a chance that you could be overtaken by competitors. On the marketing end, Samsung is always trying new methods of marketing and advertising, showcasing their products in different ways. With their brand being perceived like this in the marketing sense, it spills over so that their company as a whole is perceived as forward thinking and ahead of the trends. Therefore, their products will be seen as the newest, best and ahead of the trends leading to more sales by those consumers who are looking for the ‘latest and greatest’ products in the tech industry.

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