Title | GOLDRUSH |
Brand | SAMSUNG ELECTRONICS |
Product / Service | BRAND |
Category | A03. Viral Marketing & Messaging for Mobile |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Juhee Yu | Vixen Communication | Post Production |
Youngmi Yoo | Fm Communication | Promotion Executive |
Jay Kim | Fm Communication | Promotion Director |
Eungjin Lee | Fm Communication | Promotion Director |
Suchun Park | Designfever | Interactive Cd |
Jaehyeong Park | Designfever | Interactive Cd |
Janghoon Kim | Assistant Director | |
Seongyong Ha | Assistant Director | |
Feelzoo Kim | Dr.hook | Sound Design/Arrangement : |
Jaeho Lee | Pulpomano | |
Yongmin Kim | ||
Dongkyoung Shin | Producer | |
Jungseok Lee | Cheil Worldwide | Junior Copywriter |
Sangwook Lee | Cheil Worldwide | Copywriter |
Yeonjoo Lee | Cheil Worldwide | Junior Art Director |
Jinwoo Ryu | Cheil Worldwide | Junior Art Director |
Taejin Im | Cheil Worldwide | Art Director |
Kate Hyewon Oh | Cheil Worldwide | Executive Creative Director |
Jeongkeun Yoo | Cheil Worldwide | Chief Creative Officer |
Instead of coming up with a new TV commercial, we decided to carry out an integrated promotion campaign using the most commonly used mobile device – smart phones. By using smart phone application "Gold Rush", consumers could collect Smart Medals hidden in Samsung ads and receive various prizes according to number of medals they’ve collected. The Smart Medals were hidden in every existing Samsung ads. They were on TV, newspapers, streets, internet and even on the posters of collaborating companies. Ads for twelve individual brands on a wide range of media became the targets for the consumers and various Samsung ads were accumulated through “Gold Rush” application. And naturally, the consumers were exposed to Samsung brands just by participating in the game. The result was incredible. Throughout the 17 days of London Olympic Games, a total of 100,000 people participated in the promotion and 840,000 purchased Samsung products. Over 10,000 articles featuring the “Gold Rush” Campaign were posted on various news and personal blogs, creating a huge buzz. Also, consumers could enjoy the summer just by participating in the “Gold Rush” campaign with their own smart phones.