Nowadays, Apple’s products are almost dominant electronic markets. Samsung, as the Korean’s largest electronic company, has put much more effort in promotion tactic. Recently, Samsung’s new product Galaxy S5 experienced ALS Ice Bucket Challenge. A video was published on the official YouTube channel, which makes waves in the world. As we know, ALS Ice Bucket Challenge is very popular in recent months, especially among celebrities and young people. Samsung is so clever that used the challenge to highlight Galaxy S5’s value proposition-water resistance. In the video, Galaxy S5 nominates the iPhone 5S the HTC One M8 and the Nokia Lumia 930. Samsung has virtually satirized its competitors and generated its product differentiation.

However, Samsung got caught cheating ALS Ice Bucket Challenge lately. Some netizens found some evidences to prove the video is faked. If you watch the video carefully, you can see in the end of video, the time on the lock screen is 2:16PM while the time on top right corner jumps to 2:50PM. Is this a ridiculous publicity stunt? Is Samsung violates business ethic? In my view, there must be some misunderstandings but there is no doubt that the flaw in video will influence Samsung’s brand reputation. Meanwhile, IPhone 5S finished its ALS Ice Bucket Challenge as well, which hits Galaxy 5S’s promotion heavily. In short, Samsung should develop new market strategy to gain a firm foothold.

Resource: http://www.businessinsider.com/samsung-galaxy-s5-ice-bucket-challenge-2014-8

Video: https://www.youtube.com/watch?v=6w4Gqt-ljb4#action=share