SLYDE Integrated Launch

Challenge
Samsung required an integrated strategy to launch their SLYDE handset into an extremely competitive landscape.

Strategic Approach
The Samsung SLYDE launched with one big advantage: its slide-out QWERTY keypad positioned it as the ultimate texting tool. Samsung didn't want to keep such a social phone in the confines of a retail shop, so Espresso developed a campaign that would putting SLYDE directly into the hands and minds of consumers both online and off.

Execution
A microsite kicked off the campaign, highlighting SLYDE's key features with interactive animations showcasing the slide-out QWERTY keypad above all rest. Visitors could toggle between viewing the phone in either of its two colours: slate grey or vibrant pink. The microsite also pushed entry in the SLYDE VIP contest, awarding the winner a party for 19 friends in a major Canadian city.

On Facebook, a SLYDE fan page gained fast popularity when it doubled as a way for Samsung fans to get free swag or even win a SLYDE handset. Every day, ten random fans were mailed a selection of SLYDE merchandise perfectly paired to the demographic.

At the same time, the Facebook fan page advertised the cross-country appearances that SLYDE was making at some of the hottest bars in Canada. The series of one-night-only events and street team engagements put SLYDE handsets into the hands of hundreds of influencers.

And what about promoting SLYDE back in the aforementioned retail environment? A dealer-only SLYDE website mimicked the look of the consumer site, but included a customized sales training module. An integrated quiz encouraged sales employee participation, complete with prizing for completion of training.

Results
By infiltrating social spaces and approaching customers outside of the retail environment, Espresso got SLYDE into the minds and hands of hundreds with the end result of driving sales for Samsung.