Samsung Goes Viral With Brickfish Campaign

Samsung is promoting its MX10 flash memory camcorder with Your "Baby Love," a new user-generated content (UGC) campaign featuring Pussycat Dolls' lead singer Nicole Scherzinger. The promo invites users to film themselves doing a rendition of Scherzinger's single "Baby Love" and upload it for a chance to win prizes like the MX10, a 40-inch LCD HDTV or $500 cash. San Diego-based Brickfish is the viral marketing agency at the helm of the campaign, which runs until February 4.

The MX10 was featured in Scherzinger's video for "Baby Love," which debuted in late 2007, and Samsung turned to UGC as a natural way to extend the buzz. "Being featured in Nicole Scherzinger's video for 'Baby Love' was great. and we are excited to integrate music lovers into the experience," said Reid Sullivan, vice president of marketing for Samsung Electronics America. "UGC is a great tool to help us engage with consumers at a new level." Anyone can view and vote on the entries via the campaign microsite. Brickfish's UGC platform helps to facilitate viral adoption by allowing visitors to post comments and share their entries via email and IMs, as well as distribution across sites like Facebook, MySpace and Xanga.

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According to Nichole Goodyear, founder and vice president of operations at Brickfish, the agency's proprietary platform has an analytics engine that tracks the movement of each piece of content. "As the content is shared across different networks, it sends the data back and it gets aggregated into campaign summary reports," said Goodyear. She added that the tool also provides detailed analysis of just how viral a campaign really is, complete with geographic and demographic data on user participation.

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