Samsung Premiers Campaign For New Smart TV At The Oscars

Marketers are increasingly using major events, such as the Super Bowl and The Oscars, to kick off or premier new product campaigns. Consumer electronics giant Samsung is no exception. Yesterday, the company debuted its Smart TV with Smart Interaction, the first of its kind HDTV that incorporates voice commands, facial recognition and gesture control. I asked Peggy Ang, VP of Marketing for Samsung's Consumer Products Division why The Oscars was selected as the launch platform and how else the company plans to engage TV buyers.

You're using the Oscars as the debut of the marketing support for the new Smart TV with Smart Interaction. Why the Oscars?

ANG:  We've been a participant of the Oscars for the past few years and it has served us well as a launching pad for our spring marketing effort for three reasons. First, we are able to reach a large audience through this kind of tent pole programming. And barring the Super Bowl, which is in February, it offers the right timeframe for when our products are going to be out in the marketplace. So the reach and actual impact is one.

The second thing is that the Oscars touch one of the passion points for why people still to come in droves and purchase high quality big screen TVs. And it's entertainment. What better way to showcase the beauty and performance of our television.

And the third is that we think brands like us need to be aligned with key properties within the passion points. When you think entertainment, the premium media property and programming that really garners so much attention, not only for the content but also the marketing around it, is the Oscars.

How are you involved beyond running commercials?

We have been powering The Oscars' green room for the past few years. That is where the stars and the influentials are. Much of what's happening is really backstage.

Your Smart TV with Smart Interaction represents a progression in how consumers engage with content. In addition to running the TV commercial, how are you planning to engage consumers to learn more about the new Smart TV?

ANG: The Smart TVs really means being able to access more content, new experiences through your big screen. So that's one. The Oscars is just a launching pad for a multi-million dollar investment across all touch points.

First, we are very judicious in making sure that our retailer networks are equipped with the right demonstrations and experiences on the floor. Especially now with Smart Interaction, there is a higher requirement to demonstrate it and we're going to invest more in that.

Number two is digital. We have been spending more and more in digital for the past three years. It is an inordinate amount of our media mix. And what you see this year is that we're going to utilize digital in more social environments. It will be about how we can create content that will bring the relevance of voice and gesture control in our Smart TV experience.

How else are you hoping to engage TV buyers before they actually get in the store?

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