CONSUMER ELECTRONICS / SAMSUNG MOBILE UK

Newsjacking Apple’s party

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The Brief

On Sept 9, Apple was set to launch something big and Samsung couldn’t resist crashing the party with a bit of social media banter.'


So we were brought in (and only given 48 hours) to set up a temporary, fast-moving, social media newsroom that would react to Apple’s launch event with some ‘top bants’ in real time.

Concept wall filled with scamped ideas for Samsung's Twitter Newsjacking event to promote the Galaxy S6. © The Animo Group Ltd.

Two days later, not only had we assembled a crack team of community managers, writers, designers and illustrators, but we also established an official tone of voice and workflow for our pop-up newsroom.

Meanwhile, our community managers had already begun scouring the Internet for any rumours we could use as part of a speculative content plan.

Planned Twitter content for Samsung's Newsjacking event to promote the Galaxy S6. © The Animo Group Ltd.
Planned Twitter content for Samsung's Newsjacking event to promote the Galaxy S6. © The Animo Group Ltd.

Armed with a very loose list of talking points and enough scamps to wallpaper Tim Cook’s office, we were ready to social media all over Apple’s party!

Throughout the campaign we racked up a total of:



4,980,184

Impressions


808,412

Engagements


16.23%

Average Engagement Rate

The results speak for themselves

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