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Samsung uses its "White Glove" service to get the rich and famous to promote its devices

Posted: , by Alan F.

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Surprisingly, Korean based Samsung uses some of the techniques used by plastic container manufacturer Tupperware in order to get celebrities 'hooked' on its devices. A published report on Tuesday revealed how Dana Brunetti, president of the production company responsible for The Social Network movie, and Netflix's original House of Cards series, was given a Samsung Galaxy S III at a party after the release of The Social Network.

Brunetti, an acknowledged Apple fan, listened to the Samsung rep explain how the phone worked, all the time thinking that once the party was over, he would continue using his iPhone. But the Samsung device felt nice in his hand, so Brunetti promised to follow the Samsung rep's request that he use both phones for a month and then decide which model he wanted as his daily driver. At the end of the month, Brunetti retired his Apple iPhone and went with the Android flagship.

"People love things that are free, particularly celebrities. They're the last people that need something free, but it's smart. They wouldn't buy it otherwise."-Dana Brunetti, president, Trigger Streets Productions

"They (Samsung) were incredibly respectful of my time. They took into account who they were targeting, and now I do what they desire, which is spread the word."-Charlie Collier, president, AMC Network

This was all part of Samsung's "White Glove" service that has Sammy giving out its current high-end handset for free to the rich and famous at social gatherings. The man behind this is Mitch Kanner, who came up with the idea while toiling for his 2Degrees firm which is in the business of, well, making connections. Kanner was the guy who arranged for 1 million Samsung handsets to receive Jay Z's new album for free. He insists that the celebrities who pitch Samsung Galaxy phones have to really, really love them or else the celebrity endorsement doesn't seem real.

Besides switching to the Samsung Galaxy S III, Brunetti, the Apple fan, switched from the Apple iPad to a Samsung Galaxy Tab. And after getting flipped like a police informant, he hosted a party of his own, attended by Samsung's "White Glove" rep. And a whole new family of Samsung fans were born. Of course, it is ironic that those who can afford to buy any phone are getting freebies, but Samsung is counting on the celebrities to promote its phones via paparazzi's photographs.

source: FastCompany via BGR

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posted on 14 Jan 2014, 16:51 1

1. zuckerboy (banned) (Posts: 898; Member since: 22 Dec 2011)

samsung will use 'metal looking' plastic on s5 XD

posted on 14 Jan 2014, 17:26 1

5. Extradite (banned) (Posts: 316; Member since: 30 Dec 2013)

Samsung you are making me "Lmfao" with plastic materials. Please this is a joke.

Come back with a S4 made with all:

Ceramic like Rado watches
Sapphire thats used in Rolex, Breitling and Nokia 8 series
Dragontrail SonyZ
Titanium Vertu phones
StainlessSteel 18-8 like Global kitchen knifes

Please this is Aristocrats and prestige society, not working class

posted on 14 Jan 2014, 18:35

7. osanilevich (Posts: 286; Member since: 29 Sep 2009)

Rado is not anymore prestigious than a plastic phone

posted on 14 Jan 2014, 19:16 1

9. Bioload25 (Posts: 213; Member since: 12 Nov 2012)

Of course its working class,bro
Do you think ALL of us who carry a samsung device in the pocket are "aristocrats",businessmen,CEOs and RICH?
please,rethink that..

posted on 14 Jan 2014, 16:59 3

2. PapaSmurf (Posts: 10457; Member since: 14 May 2012)

This seems like a bait article to me...

posted on 14 Jan 2014, 17:02 3

3. InspectorGadget80 (unregistered)

Could care less bout rich or famous people.

posted on 14 Jan 2014, 17:11 1

4. Commentator (Posts: 3722; Member since: 16 Aug 2011)

"...now I do what they desire..."

I get what he means, but he could have phrased it in a way that didn't make him sound brainwashed...

posted on 14 Jan 2014, 18:21

6. nctx77 (Posts: 2401; Member since: 03 Sep 2013)

LOL! When you have a great product, you don't have to force it on anyone. Sammy, come talk to me when you don't have to give away your device to get someone to use it.

posted on 14 Jan 2014, 18:41 2

8. koko1 (Posts: 103; Member since: 03 Dec 2013)

u are retarded
how could the celebrity use galaxy phone ???
is he a technology lover ? or he reads PH posts ???
he knew about the iphone becoz its an american product
and trust me, when he see's how the galaxy S line get new features in every version, he'll understand how stupid he is when he used to think that iphone is the best !!

posted on 14 Jan 2014, 23:01 3

10. willard12 (unregistered)

"Sammy, come talk to me when you don't have to give away your device to get someone to use it."

Can you name a company that has more smartphone or cell phone users in the world than Samsung? Since they are #1 in the world, that's a lot of people who have Samsungs "forced" on them. And since the article clearly says that a person tried it out for a month and then chose it over his old device, isn't that the complete opposite of it being forced on someone?

posted on 15 Jan 2014, 01:25

11. clarkjeferson (Posts: 67; Member since: 22 Dec 2013)

I like the strategy, I'm sure Sony can earn funds to do this similar service for the rich and affluent.

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