Samsung to get attention from Oscar

It may be recalled that Samsung Electronics, a Korean company, led a large number of celebrities to pay attention to their mobile phones at last year's Oscars ceremony by DeGeneres Ellen DeGeneres, the host.

This year, Samsung Electronics is a lot more low-key, using a more traditional way of publicity, in addition to regular advertising, it is also in the social media to carry out propaganda offensive.

But that does not mean Samsung has given up the means of implantable advertising. In the opening performance of this year's ceremony, when the host Harris (Neil Patrick Harris) interacted with actor Jack, the latter dramatically pulled out a black smartphone from his pocket, The eagle-eyed audience immediately recognized the Samsung mobile phone.

Lee Young-hee, chief executive of the Samsung Mobile division responsible for global marketing, said that although the Oscar-Li Yongxi was not prepared for a particularly surprising segment this year, it does not mean that the company is abandoning any unconventional promotional opportunities.

"We've been thinking about how to make the campaign more dramatic," says Li Yongxi. ”

In the process of Samsung's pursuit of old rival Apple and its eventual transcendence, the company "The Nextbigthing is Here" (the next landmark product is coming soon) has made a contribution to the propaganda campaign.

Last year, the offensive has been a frequent coup, with astonishing success. In addition to the mass forwarding of DeGeneres self-portraits on social networking sites, the Boston Red Sox star David Outiz (David Ortiz) and President Obama "improvised" ads for Samsung's mobile phone. But the latter's actions drew warnings from the White House.

While Samsung Electronics insists on a more traditional approach to this year's Oscars, Li Yongxi says the company has been keen to be unconventional.

Li Yongxi says that while television advertising is still important and the most common platform for concern, Samsung wants more than that, and they need more interaction and excitement.

In Li Yongxi's view, it will take the possible means to make the product propaganda influential, they are trying to innovate the propaganda, rather than repeatedly using the same means.