Surfing around for a new digital camera and I have to say Samsung’s latest viral teaser campaign for ‘Tap and Take’ technology is awesome.
Really simply they are asking people to guess what ‘Tap and Take’ is, then using social media to spread the resulting curiosity.
Make sure you check out the site before August 13 when all will be revealed!
I think there are 5 strategies that the teaser campaign demonstrates particularly well.
1. Plenty of engaging video content with hints throughout.
I can imagine the time on site is very high. From the microsite you can share the videos with your networks through Facebook and Twitter
2. Uses social proof to encourage interaction
When you click to submit what you think Tap & Take is, the screen becomes a montage of what others have thought, bringing to life social proof. So far 6,795 guesses have been submitted.
3. Has a Facebook Fan Page with additional content
Additional content such as ‘Surprising Guesses’ make sure that this page adds value and isnt just a portal to the microsite
4. Further engagement on Twitter
What would a social media campaign be without a Twitter component? They even mentioned my name!
5. A competition to keep the interest going after the announcement
Tap and Take technology is launching on 13 August 2009, but as Samsung dont want to lose the followers they have built up they are already seeding a competition commencing on 14 August.
After all this lead up I’m expecting something big Samsung…dont just give away a camera!
Diffusion of Innovation was one of my favourite research topics while studying my Masters of Business in International Marketing.
The Diffusion of Innovation theory was originally published by Everett Rogers in 1962, however the world has changed dramatically in the forty years since, with the notable rise of globalisation and the Internet.
There has only been a handful of studies into multi-national diffusion of innovation, so I developed this free white paper to discuss its influence of the current global innovation phenomenon, the Apple iPhone.
The paper develops a working framework titled the ‘Newton Ball Diffusion Acceleration Effect’, which predicts the potential accelerated rate of diffusion for the iPhone in Australia (lag market) versus the United States (lead market), using Rogers Perceived Attributes of Innovations, and Ganesh et al (1997) Factors Influencing the Learning Process framework.
The strengths of the framework are that it provides marketers with a visual representation of the acceleration effect in lag markets, and may assist in decision making as to whether to launch an innovation in many markets at once using a sprinkler strategy, or in a phased approach to capitalise on the learning effect using a waterfall strategy (Ohmae 1985).
The framework does have weaknesses and issues, with factors other than the learning effect, such as price, competition, and government policies, having significant impacts on the rate of diffusion in the lag market. There is also further research required to determine whether the framework is generalisable when using developing markets as the lag market.
But all in all, there is no other paper out there like this!
Posted by Chris Maloney 
