Wednesday, 25 July 2012

Samsung : Empowering people to do what they want to do

Happiness came to my inbox two days ago. This is a rare thing.

Touchnote, possibly one of my favourite favourite apps (which for the uninformed means I can send postcards all over the world from photos I take on my phone (and / or upload from desktop, not that I use that function much)) has partnered with Olympic sponsor  & leading smartphone manufacturer Samsung.  They sent me an email to tell me that thanks to Samsung, I can "share great moments" free, i.e send postcards all over the world. At least until the end of August at any rate. 

The trade off - well I have to allow a little Samsung / Olympics Sponsor branding on the cards I send & my pictures get shared in their gallery.That's a value exchange I can live with.  
This is one of the nicest examples I've seen recently of a brand understanding that they can add value and bask in a halo of positive brand sentiment from helping people do what they want to do anyway rather than trying to shoehorn people into doing what the brand wants them to do.  

Along the way they are also cleverly "earning media"  - not only do I get a Samsung related Olympic sponsor message going through the postcard sending process, chances are I'm using an image I took on my phone so I'm linking device to brand which may influence favourability for future decisions, and, the recipients of my cards (and I can send as many as I like - 2 so far) also get exposed to the brand message. 

Super smart. Well done chaps. I wish more brands could recognise the benefit of partnership and generosity of action and spirit rather than contriving awkward interruptive experiences that real consumers see little benefit in participating in or interacting with. 

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