Samsung Propels Comic Character Into SocialHub Limelight

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Samsung Mobile has launched a marketing campaign to educate consumers on its social messaging service, Samsung Social Hub, which is available on its recently launched Smartphones, the Wave and Galaxy S.

Entitled ‘Mr Knowitall,’ the comedic character is a fully interactive media character that tells a cautionary tale of a man who knows everything about everybody in his life; all thanks to information he has gleaned from using Samsung Social Hub.
Samsung Social Hub has been designed to seamlessly integrate popular email services (such as Hotmail, Gmail, Yahoo! mail and others), instant messaging and social networking sites (including Facebook, Twitter, MySpace and others) directly into one convenient place. It delivers real-time updates from your social networks as they happen, ensuring users never let anything slip their socialnet.
The ‘Mr Knowitall’ campaign brings to life Samsung Social Hub through a range of humorous face-toface encounters between Mr Knowitall and his group of friends. Mr Knowitall awkwardly stumbles through these interactions, sharing inappropriate information he has gleaned thanks to being continually informed of everyone’s social media updates via Samsung Social Hub.
The ‘Mr Knowitall’ campaign can also star the viewer and their Facebook friends using Facebook Connect. Anyone who views the video can then embed themselves and four Facebook friends into the story, driving deeper engagement, talkability and encouraging sharing of the content and message.
Tyler McGee, Vice President, Telecommunications, Samsung Electronics Australia, said: “Our research has shown that consumers are confused about how to aggregate social networks on their smartphones. As a result, Samsung has made a light hearted, educational approach to engage consumers and help them understand how Samsung Social Hub can make it easier than ever for them to keep up to date with their networks and friends.
“On the surface, Samsung Social Hub is a complex offering that would have been challenging to communicate through traditional marketing mediums. The approach with this campaign was to bring to life the benefits of the service through an interactive, comedic and compelling online experience that we hope will be enjoyed by everyone it reaches,” McGee said.
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