Samsung Galaxy S3 and Ramadan
When I was in Bahrain, a small Middle Eastern Island a few years ago to organize a conference for the local youth, I was surprised to see so many people were using Samsung Smartphones. I knew that Samsung had been spending heavily on Marketing in order to increase its global brand awareness, but I was not aware that it had reached Middle Eastern countries as well.
Later I found out that that Samsung had launched Islam Ramadan Campaign celebrating the release of its new Samsung Galaxy S3. Samsung created a free app that could be downloaded on Samsung phones that promoted Ramadan (A spiritual month for Muslims, where Muslims all over the world abstain from food, drink, and other physical needs during the daylight hours), enabling people to share customized Ramadan Greetings on Facebook, and invite others for special dinner after fasting.
Over a few days of the campaign, approximately 8,000 people participated. Samsung could have achieved bigger success if it had invested more time on the campaign, but an important thing to note for about cultural campaign is that Samsung virtually spent no money launching this it, yet it was still able to largely increase its brand awareness and boost sales of its new Samsung Galaxy S3 in the Middle East.