This article emphasizes the idea of the market challenger strategy spoken of in class early the semester. Capitalizing on mainly the iPhone 6's inability to withstand much pressure without bending, Samsung, a direct competitor released ads mocking Apple in a clever, yet powerful way. Showing consumers that the company has a mix of humor alongside a clearly superior product, the company was able to capitalize on the iPhone's faults in order to gain some market share.
Below this snippet of an article are more examples of how social media was used by other companies to follow this trend. Including Heineken, Kit Kat, and LG, Samsung created a short lived- but incredibly effective marketing campaign that showcased how their company can produce quality, comedy, and efficiency at the expense of their top competitor.
http://www.ibtimes.com/new-samsung-ad-capitalizes-apples-iphone-6-plus-bending-problem-1694861
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