BUZZ NEWS

Samsung Challenges The YouTube Community

Posted on April 21, 2009
Aïcha Charpentier

For the launch of its new cell phone, the Omnia HD, Samsung has put the YouTube community to the challenge. The video below is not shot with any digital effects or CGI. The YouTube community has to find out how the protagonist of the video is able to make the phone disappear.

The concept is definitely ingenious, but unfortunately for the brand, an internet user solved the mystery in less than 10 days, quickly interrupting Samsung’s buzz. If you aren’t aware of how they actually did it, join the game and watch the video below!

So, you figure it out yet? For those that wish to be puzzled, go about your own way now, a serious spoiler is about to follow!

The principle originates from a technique used during the shooting of Terminator 2. For movie buffs, check out right here. In reality, the mirror is simulated. A cameraman that is never seen is actually filming the scene, while a person is directly in front of him facing him and repeating all his gestures. A simple and cheap idea, the technique is very interesting as it forces viewers to re-watch the video, something that rarely happens with advertisements.

Games, magic and mystery are great ways of communicating in order to get consumers to get interested in your campaign. As it was said by Steven Erich of Crispin Porter + Bogusky during the Marketing 2.0 Conference organized by the Brand Science Institute and Vanksen: "It’s the small ideas that are the most fluid and interact the most with the public. Small ideas also present less risk. Present them to management as such!"

In short, small ideas have what it takes to rival the "blockbusters of communication".