Cannes Lions

HASHTAG-LOTTO

LEO BURNETT SCHWEIZ, Zurich / SAMSUNG / 2015

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Overview

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Credits

Overview

Description

With a washing machine at the center of this promotional competition campaign, we've had broad participation by the social media groups eg. individuals connected with Samsung, the client. This campaign promotes that Samsung, mostly a key player in the electronics and phone sector, also has a broad range of home-appliances/white goods.

Execution

A lottery that, for the first time, was played via hashtag across all channels available to Samsung - we've considered channels like Facebook, Twitter, Instagram and YouTube. The simple participation mechanism - posting #WW9000Lotto with a number - animated people to partake and made for an enormous engagement and involvement.

Outcome

The campaign was seen on Facebook over 4'004'450 times.

Average involvement rate: 11.8%.

After the campaign hit, the WW9000 moved to 8th place of the most frequently accessed items on samsung.ch (formerly the 547th place).

On their FB page one single post had the largest range with 32 '000 persons, of all previous posts.

The most successful Twitter campaign by Samsung Switzerland.

The most successful Facebook campaign by Samsung (on the second most successful Facebook page of Switzerland) with 251'000 fans.

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