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

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

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



11. clarkjeferson

Posts: 67; Member since: Dec 22, 2013

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

6. nctx77

Posts: 2540; Member since: Sep 03, 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.

8. koko1

Posts: 103; Member since: Dec 03, 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 !!

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?

4. Commentator

Posts: 3723; Member since: Aug 16, 2011

" 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...

3. InspectorGadget80 unregistered

Could care less bout rich or famous people.

2. PapaSmurf

Posts: 10457; Member since: May 14, 2012

This seems like a bait article to me...

1. zuckerboy

Posts: 898; Member since: Dec 22, 2011

samsung will use 'metal looking' plastic on s5 XD

5. Extradite

Posts: 316; Member since: Dec 30, 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

7. osanilevich

Posts: 287; Member since: Sep 29, 2009

Rado is not anymore prestigious than a plastic phone

9. Bioload25

Posts: 213; Member since: Nov 12, 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..

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