For some, lining up for the latest smartphone release has become a (tedious) rite of passage, but in New Zealand, Samsung saved its customers from the wait by creating a digital queue for the launch of the Galaxy S4. In an update of the virtual queue idea (as pioneered by the likes of Uniqlo), with customers also acting as marketers, people could move up the line by their use of social media: the more likes, re-tweets and comments they got on S4-related content, the closer they moved to the front.
The activity, by Colenso BBDO, also included a real-life version of the virtual queue, with customers able to see their images and place in the queue on a giant LED billboard. The first three in the vitual line were rewarded with a new Samsung Galaxy S4 and a weekend in Auckland to pick up their new handsets. The campaign saw 12,000 people line the virtual line for two weeks, sharing 74,000 product feature stories. Samsung's value share of the smartphone market has grown 12% since the launch of the phone.