29 Jul Samsung's Microcodes
What is this?
Spot the hidden codes and win your smartphone. Samsung hid tiny codes in every Samsung S20 advertisement, physical and digital. No global approvals were needed as the codes were invisible to the naked eye. Each code was a variation of the word phone – ph0ne, PHoN3, P40ne etc. By finding one and entering it online, anyone could win the brand-new S20.
Why is it interesting?
The campaign leverages on existing ads to foster their promotional effect and create a community feeling which involved millions of customers and potential customers.
The campaign gained $2.3 million in earned media; reached over 15 million people; achieved a 26% increase in engagement…from Apple users; drove a 25% lift in eCommerce, with only 1% of total spend.