A technological giant has the best possible technical options at their disposal to market their product. Samsung had leveraged the power of NFC before many other companies adopted NFC. One such initiative taken by Samsung was to promote their smartphone’s capabilities and new features with the help of smart NFC posters. In the Samsung Share to Go campaign, Samsung used NFC posters to market their smartphone’s data sharing capabilities. These posters raised awareness among users about Samsung smartphones that could tap each other and share content with Near Field Communication technology.
The concept behind Samsung’s Share to Go campaign:
Samsung deployed best-in-class billboards and posters in public places allowing their users to access free and quick content to their customer base. Samsung’s customers could do something unique with their phone by sharing the content with just one tap. This was a concept that was never introduced before by any other company. NFC allowed a quick and free content library to Samsung users. These location-based promotional content delivery posters permitted their users to build brand loyalty and stay engaged with Samsung’s offerings and new products.
These posters introduced the newcomers to NFC as an early adopter of the technology. Share to Go campaign was a great initiative that shared great product awareness among its users. They implemented these NFC billboards at airports, transit stations, campuses, malls and multiplexes where users would have extra time on their hands. These large posters also promoted the latest products from Samsung at that time.
Samsung customers could browse audios, videos and ebooks in their phone and later download their picked content through the NFC kiosk. The fact that NFC provided speed far better than 4G network. It would instantly download the files into the phone within a few seconds.
Campaign outcome and results:
This campaign was the first of its kinds and opened a whole new area for outdoor media access through NFC technology. This outdoor component of the Share to Go campaign was a key to their most successful product launch as Samsung Galaxy SIII, which even outsold the iPhone during the campaign period. This campaign served the means of more sales, more customer engagement and great branding for Samsung.
The outcome of the initiative was triple than what was expected from the campaign by the brand. Users loved the NFC usability and free content access to Samsung library resulting in one and a half million impressions and over 90,000 interactions with NFC posters’ help and allowing a great deal of customer engagement, marketing and product usability awareness.
To summarise, users are always intrigued by any innovation that is quick, easy to use and creates a value for their money. This NFC-based campaign worked as a perfect combination of advertising, tutorial and customer engagement programs providing comprehensive benefits to the customers and the brand. NFC implemented with regular digital posters created far more value than just using digital posters for traditional marketing practises that created the least value for the consumer.