A strategy for winners (which sometimes also has slip-ups) 🤔

Samsung, official sponsor of the Paris 2024 Olympic Games, carried out a promotional strategy for its new foldable cell phone model: the Galaxy Z Flip 6.

He offered 17,000 Olympic athletes this new model, asking them, upon reaching the podium, to immortalize the moment with a selfie taken with this cell phone. 💡

The idea seemed interesting:

✅ Introducing the new Z Flip 6: by offering the cell phone to athletes during the Olympics, you took advantage of a unique opportunity to be part of a special moment in the athletes' lives and thus create relevant positive memories. In addition, these people are usually influential in their area, managing to generate significant organic positive Buzz.

✅ Generate curiosity among the public: by ensuring that at all key moments of the Olympics the new model would appear prominently, it created curiosity not only among the athletes, but also among the spectators, who sought to know which model that would be.

✅Positioning the model as a cell phone of excellence: when displayed by the best athletes in the world at the time they are winning medals, it created a successful association between the cell phone element and the athlete's success, positioning the Z Flip 6 as a cell phone for “ winners.”

But... not everything went as planned. 💥

On the time trial podium, when all attention was focused on the athletes, a medal winner tries to take a selfie and fails - his cell phone appears not to respond correctly ⚠️.

After a few seconds, as a joke, another athlete present on the podium simulates throwing the device in the trash 💣, completely devaluing the new Galaxy model and conveying an idea of the Z Flip 6's low performance at a time when it could not fail.

When we think about marketing strategies, we must keep in mind that the potential for success in terms of reach is directly proportional to the increase in associated risk 💡.

The more exposed we are, the greater the likelihood that a high number of potential customers will adhere to our message or purchase a product, but also the greater the likelihood that, should there be failures, the brand's reputation will suffer significant damage.

✅ We must always consider the risk underlying the strategy vs. the potential for leveraging the brand, never forgetting the importance of maintaining a trained and qualified crisis team, which can act in a timely manner in the event of an unforeseen event (but this last one will be for a next episode!)

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