This promoted tweet appeared in my timeline yesterday.
â€” Samsung Mobile UK (@SamsungMobileUK) February 25, 2014
You click through and are given ten reasons to switch to Samsung. Where do I start?
‘Why not Switch?’
Nokia’s ‘Switch to Lumia’ campaign launched in August 2012 and has been a key part of its Lumia messaging ever since, e.g.: this video from 2013 –
ad branded content pokes a bit of fun at competitors, but use another’s campaign line it does not.
Rule 1: if you’re going to promote a tweet, add an image. Twitter has a feature whereby all images uploaded to the service directly (displaying on the pic.twitter url) automatically display inline. Brands rarely use the functionality to its fullest potential but at least some of them try. Take this tweet from HTC, for example –
â€” HTC (@htc) February 24, 2014
Pro tip: images in tweets drive more engagement.
While we’re talking about the S5
The link in Samsung’s tweet above (after listing the ten ‘reasons’ why you should switch) pushes the Galaxy S4, the Galaxy S4 Mini, and the Galaxy Note 3. At last week’s Mobile World Congress, Samsung announced its latest addition to the Galaxy family, the Galaxy S5. And yet the link pushes the older products. Don’t get me wrong, while the S5 wasn’t the best handset announced at MWC, it was certainly Samsung’s best. So why not promote your newest and best product to your fans and followers? Unless of course you have a shed load of older stock to shift before said S5 launched…
The ten ‘reasons’ why you should switch
This is excellent.
Reason 1: ‘Small screens are so last year’ – which would be fine, except there’s a link to the Galaxy S4 Mini at the bottom of the linked page. Is it possible to troll yourself?
Reason 2: Battery life. Well, not really. More like battery accessibility. The first comment on the article nails it: ‘if only Samsung would fit a battery that could last a whole day, I wouldn’t need to change it’.
Reason 3: Expandable Memory! In other words: our version of Android takes up so much space on our phones, you’re definitely going to need more (look who comes last on the infographic below – ouch).
Reasons 4 & 5: Apps! They’re on Android and you can switch them too apparently. This point is so good, they made it twice. Also: ducks representing apps? Haven’t seen that before.
Reason 6: We’ve not only crammed your already-limited-with-memory phone with videos but also a piece of bloatware called ‘My Galaxy’ – you’ll love it!
Reason 7: You can share stuff to other devices.
(I don’t know a device that can’t do this)
Reason 8: Widgets. Are these exclusive to Samsung?
Reason 9: Look at our meaningless awards!
Reason 10: This is my personal favourite. ‘We’ve got your back with our 24mth warranty!’
This is the picture that accompanies it –
The warranty doesn’t cover water damage. Not. Kidding.
This post initially started out as a way to highlight the ridiculous advertising move of using a competitor’s key line to promote your own product (after it had been promoted into my stream, bear in mind). Once I’d scratched the surface, the whole thing just became more and more ridiculous.
If you want a GREAT Android phone, there are tons to choose from – and the Galaxy S series would no doubt feature in that list. But please! Do your research, listen to a great podcast, ask a mobile geek friend, hell – even ask me! I guarantee you’ll get a more informed batch of reasons than those listed above.
This stuff annoys me. Badvertising really annoys me.
Come on guys, you can do better than this.
Related reading: Originality + Mobile 1