Few people wouldn’t be aware that this week Apple launched the much anticipated iPhone 6S. The public interest in this is clearly reflected by Google Trends data which shows a massive global spike in searches on Sep 10.
As you can see the interest in Samsung’s premium smartphone, the Samsung S6, was minimal by comparison. However Samsung did some nimble guerrilla marketing and tried to rain on Apple’s parade with the ad shown below.
It appears the ad campaign was only run on Google mobile searches and briefly during the day of Apple’s launch event.
Did this ad result in many prospective iPhone 6S buyers deciding instead to buy the Samsung S6? We doubt it. However for Samsung it was a cheap way to tap into a highly searched topic and leverage this to gain extra brand exposure.
Why should you care?
Unless you’re one of those overly passionate Apple or Samsung zealots it really shouldn’t. However what this does demonstrate is how Google AdWords can be cleverly used by lesser brands to leverage off bigger brands.
If you’re a smaller brand and willing to play hardball then this is an opportunity to exploit. For those of you with larger brands this represents a threat to be vigilant about.
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Mark is a Partner and Senior Consultant at SureFire which he founded back in 2002. Prior to establishing SureFire he worked for KPMG Consulting. Today Mark heads up SEO, embracing the challenges that can come with complex website implementations. Outside of work, his interests beyond his family are running, snowsports, diving and fishing (badly).
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