The “dude, you’re a barista” line instantly brings to mind Samsung’s recent television commercial that ridicules people who stand in line for a new iPhone. Some dismissed the advert as bad marketing because it offends and alienates your supposedly target audience, Apple customers. That commercial is actually just an ice breaker that kickstarted a broad campaign that continues on Samsung USA’s Facebook page. The South Korean consumer electronics company clearly wants its message to go viral.
In addition to the ads, the Facebook page features interesting graphics illustrating a comparison between “cutting edge” (their Galaxy S II, of course) and “old school” (an iPhone). It also compares iPhone to a pair of tin cans with a string and a bulky Zack Morris cell phone of the stone age in a not-so-subtle attempt to home in on Apple’s perceived weaknesses. Another graphics depicts people standing in the line for a new iPhone, thought bubbles above their head reading stuff like “I’m experiencing serious phone envy” or “Samsung totally just caught me checking out this phone”.
Yes,it’s tongue in cheek (some would say, in bad taste), but it’s actually working. Just the other day I heard this dude on the bus telling his girlfriend about Samsung’s commercial. Plus, my Android-toting friends are beginning to call me a barista, them jokers. While I love my iPhone 4S (and so do 96 percent of its users), I always enjoy a healthy dose of over the top marketing. Others, however, could be easily offended so Samsung clearly isn’t doing itself any favor here.
Heck, there’s even a Facebook app dubbed Next Big Thing that lets you compare theirs and ours phone, ultimately taking people to this page. And those wall posts, they’re gold! Go past the break for a couple examples of these, plus two more cheesy campaign images and that aforementioned advert (oh, and what’s with the Leopard nebula wallpaper on that Galaxy S II?).
By the way, Verizon Wireless recently amped up its anti-iPhone message, too, so this whole brouhaha is beginning to feel like October 2009, all over again. But here’s the thing: Lampooning Apple Mania never works. Just ask SanDisk.
True or False: It’s cooler to be cutting edge than old school. (kinda meh)
Take your pick: Carrying a magnifying glass or click to zoom? (referring to the iPhone’s ‘small’ display
Sleek + Slim = The Next Big Thing! (typical agency BS)
“The line is moving… Just kidding!” (this one’s actually funny)
Sick of squinting? It’s okay, Samsung has a phone for that.
Sketchy battery? It’s okay, Samsung has a phone for that. (‘sketchy’, LOL)
When it comes to storing data – size does matter. (huh?)
If it looks the same and feels the same – it’s probably the same. (seriously? I want to be a Samsung copywriter!)
Why don’t you just get a 4G phone? Stop Waiting. The Samsung Galaxy S II is 4G with a huge display.
If you’re done with the thrill of looking for outlets in public places, the Samsung Galaxy S II has over 8 hours of talk time and a removable/replaceable battery. So when you’re on the go, you can stay on the go. (this is actually the only meaningful tagline as it tells prospective buyers how their phone is better than the iPhone)