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How Samsung’s Galaxy Teaser Site Teaches Effective Marketing
By: Melody Weister
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It popped up sometime yesterday morning, and had been featured on every major tech blog by the end of the day: the site tgeltaayehxnx.com, an anagram of “thenextgalaxy.com,” sporting a ticker that counted down the hours until 7 o’clock this morning, at which point it promised that users could “take the next step.” With a widely promoted London event coming on May 3, assumed to be the launch of the Galaxy S III, curiosity had the rumors and guesses flying all about the Internet. From digging through source code or probing site directories, one thing was clear: people are hyped about Samsung’s newest product, and dying to know what would happen when the ticker reached 00:00:00.
 
Being among the crowd of curious spectators, and a continued fan of Samsung’s products, I rose early to catch a first glimpse of what would be revealed on thenextgalaxy.com, which was password locked until precisely seven a.m. What I found, in the brief moments before a flood of traffic larger than anticipated overwhelmed the site’s servers, was an elegant site, titled “A GALAXY Unpacked,” sporting an embedded YouTube teaser trailer for the May 3 Samsung Mobile Unpacked 2012 event. The trailer doesn’t show the phone, but rather discusses functionality in broad terms atop some truly beautiful galactic images, ending on the statement, “With technology that fits in this easily, you can now stand out from…” followed by this image, a pleasant reminder that the employees at Samsung have a sense of humor.
 
What baffled me, however, was the slew of negative responses from both technology blogs and viewer comments on the YouTube video. A feature on the site said Samsung did “little to whet our appetites” and viewer comments raged about waiting 14 hours just to see “a pebble,” referencing the gleaming drops of what appear to be paint, which have previously been seen on other Samsung press releases regarding this event. It’s as if no one sees the remarkable marketing skill going into this product launch, but everyone is affected by it.
 
Though there have been a bevy of rumors flying about the Internet about the Galaxy S III and its widely anticipated release next month, from fake photographs to real launch invitations, Samsung has been generally pretty quiet on the subject, letting the Internet build hype for them. Every now and then, they give just a sample of what’s to come, never too much substance, but just enough to get the public salivating over their new product, and generating a ton of buzz across every social network. The mastery of their marketing department is so subtle that the general public barely notices it. To them, today’s teaser site launch seems a disappointment and a failure to deliver on Samsung’s part, when they’re merely doing what any good manufacturer ought to be doing this close to a product launch: building anticipation.
 
Let’s be honest; everyone knew Samsung wasn’t going to take all the steam out of Unpacked 2012 by showing us the Galaxy S III ahead of time. They’ve gone above and beyond the norm, including disguising the phone in a giant ugly case, to keep the details of this phone under wraps. The 4.7” Super AMOLED+ screen and 12MP camera hinted by the Amazon.de listing is as close as we can expect to get before the actual launch event. The new teaser site stays true to its name, teasing us with hints at what we’ll be seeing soon enough, keeping us hungry for more details, and refusing to let the buzz surrounding their event die down, just as any intelligent marketing department would. This triumph of skill is a beautiful example of a solid marketing campaign that crosses multiple social networks at once, and we should study it, not berate it.


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About the Author
Melody Weister is a technology aficionado, unashamed smartphone geek, and casual gamer from Montclair, NJ, where she works as a Social Media Coordinator. Follow her on Twitter: @msmelodyrose.
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