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Samsung runs multichannel campaign with mobile ads

Samsung is running a mobile advertising campaign to promote three of its new handsets - the Beat, Jet and Star.

The OEM is running the campaign across the Hands Mobile Ad Network, which has around 300 Portuguese-language publishers such as Rolling Stone Magazine, Reuters and many other newspapers, magazines, sites and blogs. Samsung is sponsoring Hands channels targeting specific categories including News, Entertainment, Fun, Women, Technology and Services.

"The main strategy behind the launch of Samsung's mobile ad campaign on Hands Mobile Ad Network is to have our campaign in all media vehicles," said Rodrigo Moretz, São Paulo, Brazil-based e-CRM manager for Samsung. "These are 360-degree campaigns that include online, offline, social media and mobile.

"The main goal is to show the main benefits of our mobiles during a mobile navigation experience," he said. "We use the entertainment channel for Beat, services for Star linking to online widgets and the business channel to promote Jet."

Hands is a 10-year-old Brazilian company specializing in mobile marketing and advertising. It claims that 52 percent of its advertisers in 2008 were Fortune 500 companies.

The company's platform recognizes the mobile device model each consumer is using, adjusting the mobile sites and banners according to screen size and features available with each handset. The advertising space is sold both by sponsorship or cost-per-thousand.

In addition to Samsung, the Greater Miami Convention and Visitors Bureau is one of the brands that have invested in a mobile advertising campaign with Hands targeting a Brazilian audience.

Hands is handling the Portuguese-language part of an international mobile campaign developed by agency Mobext for Greater Miami Convention Visitor's Bureau, a nonprofit sales and marketing organization for the greater Miami area.

Headquarted in Seoul, South Korea, the Samsung Group is the world's largest conglomerate by revenue.

The corporation is composed of numerous international affiliated businesses, most of them united under the Samsung brand, including Samsung Electronics, which claims to be the world's largest consumer electronics company and the best-known South Korean brand in the world.

The mobile campaign was developed by ad agency Digitas and has banners that present the new Samsung devices Beat, Jet and Star.

The Samsung mobile campaign included a wide range of online and offline media, such as TV, magazines, regional Web sites, viral videos on YouTube, blitz, billboards and a contest in partnership with MTV Brazil for Samsung Beat.

The Samsung Beat ads appeared on publisher sites such as Baladas SP, Guia da Semana, Guia de Motéis, ObaOba, RioFesta, Agenda Carioca, Netmovies and Rolling Stone.

The Samsung Star ads appeared on Clique a Gosto, Glamurama, AE Investimentos, Valor, Lance, Apontador, Maplink and Olhar Digital.

The Samsung Jet ads appeared on Estadão, Folha Online, iG Último Segundo, O Globo, Adnews and IDG Now.

"In a literal sense, the ads present the main characteristics of each device: speed for the Jet, fun for the Star and music for the Beat," Mr. Moretz said. "These banners were planned to drive traffic to Samsung's mobile sites developed especially by Hands for the launch of the handsets.

"There, the user can interact with the brand and the features of the device to get to know each one better and watch video clips," he said.