The GaryVee Audio Experience How to Curate an Experience | Monday Marketing Takes: Samsung
Nov 23, 2020
Grace Dolan, VP of Integrated Marketing for Samsung's home entertainment division, discusses how the pandemic reshaped marketing strategies and consumer behavior. She shares insights on Gen Z's influence in household tech decisions and highlights innovative marketing collaborations, including one with Ryan Reynolds. The conversation dives into the rise of technology in family life during remote work, emphasizing the need for balanced digital experiences for children. Dolan also explores how Samsung is evolving TVs into interactive hubs, enhancing user connectivity and personalization.
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Technology's Purpose
- COVID-19 drastically shifted how people use spaces, prompting them to adapt and rely more on technology.
- This change highlighted the importance of technology's purpose in serving human needs, rather than just focusing on features.
Outdoor TV Launch
- Samsung expedited the launch of their outdoor TV to meet the rising demand for at-home entertainment during the pandemic.
- This catered to people who were unable to travel or vacation as usual, offering an alternative experience in their backyards.
Ryan Reynolds Partnership
- Ryan Reynolds collaborated with Samsung and Netflix for a promotion of his movie Six Underground and Aviation Gin.
- This partnership led to a quick turnaround of a clever campaign, highlighting Samsung's agility and focus on engaging a younger audience.