How Sumsung podsizhivaet Apple Hollywood stars massively change the iPhone to Galaxy

Samsung is actively recruiting "brand ambassadors" among celebrities - always wondered how they manage to convince the spoiled people accustomed to the iPhone, use any Galaxy Note 3. It turns out that behind this lies a whole system, which told Shane Snow, journalist Fast Company .
Let's start with the history of the producer of the film "The Social Network" Deny Brunetti - one day he came to a party at the house of brothers Uinklvossov. The evening promises to be the usual bunch of elites, but at some point it all went wrong.
When Brunetti came to the party and sat down at the dining table, he remembered that the party organizer, editor Treats! Magazine Steve Shaw wrote in the invitation: "You give your phone».
Of course, Brunetti was waiting for a representative of Samsung - in his hand was a shiny new Galaxy S3 named Deny on vollpeypere. Brunetti faithfully owned almost all the products Apple, but still he accepted the gift and politely listened to the briefing on the use of a smartphone, occasionally glancing at the faces are around stars, Curved disdain.
Of course, the producer was going to forget about the smartphone Samsung immediately after dinner. But the show was his friend, and the phone is nice to lay in his hand, so that Brunetti decided to use both Galaxy and iPhone for a month.

And a month later he renounced the iPhone.

Samsung could just bribe celebrities to those the light of its products, but they have a slightly different approach. There is a program called «White Glove» («white glove") - with her help, they are trying to turn epplozavisimyh stars and opinion leaders in the evangelical Samsung. It is very important for the brand - because when some Beyonce gets your phone in public, thanks to the paparazzi all at once see on what exactly it plays Angry Birds.

Representatives of the program White Glove resemble a cross between salespeople "Kirby" and Jehovah's Witnesses, but not forced to buy something or to refuse a blood transfusion. Friendly and good-looking man comes to you at a party, subtly tells your phone and allows you to take him home to solve everything by yourself. Free.

Brunetti says that everything is logical - people love freebies, especially celebrities. Especially because they would not have to buy it on their own, though they abound and money. And when they try smartphones Samsung, they often enjoy.

Sales at the Galaxy line is very, very good, but it is unclear how this affects the stars, whirling their cell phones in front of cameras.

Shane Snow met with the man who invented the White Glove - it turned out to Mitch Kanner, president of 2Degrees. Mitch - the "gray cardinal" of Hollywood, he had previously worked on the special effects with James Cameron, and now helps companies strengthen their brand. It was through his efforts last album Jay Z was provided free of charge 1 million smartphone owners Galaxy. Kanner, the stories of Snow, full of stories and jokes about every celebrity.

Kanner tries not particularly shine in the press, but in spite of this, he knows almost all the right people - and they know it (it is a parable about the importance of networking). Therefore, the information about him and about the program itself White Glove sometimes still leaks to the media.

In general, Kanner does not believe that it is possible to get people to use a bad product - if Jay Z did not like the Galaxy, he would have scored on him anyway. Or here remember the case with Alicia Keys, who are on duty endorsit BlackBerry, but writes tweets reason with the iPhone?

Here works not only product quality, but also service - Samsung representatives appreciate the time celebrities, explain everything, give the number of "hot line" and so on. N., So flattered opinion leaders semi tell everyone about your new phone at least out of gratitude.

At the same time as a key feature of the design is not presented, and customization (ha, as if these people have the time to sit and there is something to adjust).

Dana Brunetti went even further and changed his iPad on the Galaxy Tab. In it he likes widgets and flexible interface. In this case, Brunetti uses this technique to the fullest, in response to 300 letters and 50 calls a day, and it all happy. Dan began to preach about Samsung among his Hollywood friends, so we have not treated them colleagues more and more often occurs surprise when color clouds messages on the iPhone is changing from blue to green.

On another occasion, a party was held at home at the very Brunetti, and representatives of the Samsung were there, getting to know other celebrities - the author of "50 shades of gray" by EL James, actors Oliver Cooper and Jerry Ferrara, venerable producers. To Deny it was important that the guests were happy with this turn of events, because the quality of partying affects his personal brand. And he had no doubt allowed the boys from White Glove spud their friends, and then another, and was interested in them, how it went. It turned out that quite a large percentage of people decided to go to Samsung.


The author of this material is also faced with the sect - he called a man named Jose, who offered to bring him the phone respective brands. Jose and Snow met - the representative was a pleasant man with a bag filled with products of Samsung. He said that he came from a meeting with rapper Swizz Beatz, and his favorite party White Glove was Martha Stewart - she supposedly very charming. Jose offered a choice of Snow Galaxy S4 and Galaxy Note II. Snow decided to have fun, knowing that still return to their iPhones, and chose monstrous Note. Oh.

From this moment life has changed Snow - each person he met, at first laughed at the giant screen of the smartphone, then asked him to play. In any case, in terms of using the difference with an iPhone is small - are exactly the same, you can respond to calls and e-mail use the card. However, I had to get used to typing with two hands.

White Glove support team quickly responded to stupid questions Snow - even those that he asked as a test. Over time, the smartphone appeared some moments that Snow liked - swipe, strength, "Back" button, removable battery.

A few weeks later he was given a spare battery, which he once had to use so as not to miss an important call.

In general, two months later became Note for Snow "extension of the hand", despite the fact that he had never imagined that does not return back to the iPhone. That is, the program worked and White Glove for a journalist.

However, according to journalistic ethics, Snow will have to call them and offer money in exchange for the phone. Perhaps they asked him to organize a party instead.

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