Case Study: Samsung
When Samsung launched its Omnia II handset with new Swype SMS technology it needed a way to showcase the cutting-edge technology and demonstrate the speed of text messaging it offered. The record-breaking solution from Guinness World Records was to create a new record for Fastest text message on a touch screen phone. The recordattempt was performed and verified in real-time, and became Samsung's national US TV advertisement for the new handset.
Business Challenge
Samsung, industry leaders in high-tech electronics and digital media, was launching its new Omnia II cell phone using new Swype SMS technology.
The brand wanted to create a 30-second national TV ad which would highlight not only the cutting-edge level of the device but also the speed at which a user could send a text message.
Guinness World Records was asked to provide a record-breaking idea which could be shot in 30 seconds and deliver the record-breaking and product message simultaneously.
Guinness World Records Solution
Guinness World Records worked with Samsung to stage an attempt on the record for Fastest text message using a touch screen cell phone.
The new record category was customized to provide an environment in which the attempt could be performed and verified in real time for the 30-second spot.
Franklin Page, a resident of Seattle, successfully set the new Guinness World Records title in 35.54 seconds on 5th March 2010.
Record Breaking Results
The 30-second Samsung and Guinness World Records ad campaign ran for six weeks on TV and six months online in the USA and Canada.
The ad was so successful that it was aired during NCAA March Madness, American Idol and the US Open golf tournament.
Paul Golden, chief marketing officer, Samsung Telecommunications America: "Samsung Mobile is proud to be the first handset manufacturer to bring innovations like Swype to market. We knew that Swype made touchscreen texting faster and easier and setting a new Guinness World Record is an exciting way to show what the technology can really do."
Mike McSherry CEO of Swype: "As touchscreen mobile devices become increasingly popular with consumers, breaking the Guinness World Record on the Samsung Omnia II is a great way to demonstrate the dramatic speed and accuracy of Swype.