tweet to the front of the line
Continuing with their campaign to mock Apple and their fanboys, Samsung launched a clever social media campaign that allowed consumers in New Zealand to tweet and post their way to the front of a virtual line to be the first to get the new Galaxy S4.
Consumers moved their way up the virtual line by tweeting and posting about the phone. The more they tweeted, posted, received comments, likes, retweets, etc., the further they moved up in the line. A giant screen in Auckland projected the whole experience.
While the campaign had potential to be perceived as "spammy", it actually did quite well with over 12,000 people "standing in line" and over 15MM people exposed to the program.