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Motorola Beats Out Samsung to Top Consumer Tech Chart

Mallory Russell / April 10, 2013

With Apple, Samsung, and Google among its ranks, it’s no wonder that consumer tech is one of the most popular verticals in branded content. This month we look at March’s Top 10 most-watched consumer tech campaigns.

At the top of chart, two android phones go head-to-head. While the Galaxy S4 is considered one of the most anticipated smartphone release of the year, it was beat out this month by a phone that has been on the shelves since the latter part of 2012, the Motorola Droid RAZR Maxx HD.

Motorola takes the No. 1 spot with its campaign for the Droid RAZR Maxx HD. The campaign for the Droid RAZR Maxx HD highlights the phone’s 32 hours of battery life. The campaign generated a True Reach of 10.7 million views over the month.

None of the pieces of creative are particularly funny or exciting; they’re really rather ordinary. And It’s likely that a portion of the views were paid. But two pieces of news in the last month may have attributed to the campaign’s view count. First, the phone had its operating system upgraded to Android 4.1 Jelly Bean. Second, the phone’s price dropped to under $80, making it one of the most affordable smartphones available. 

Motorola, which was acquired by Google last year, also made headlines last month for other reasons. Competing with Apple and Samsung, which make up a large share of the global smartphone market, has been difficult for Motorola and declining sales led the company to lay off 10% of its workforce in March. It was the second cut since Google took over; it cut 20% of its workforce in August.

Samsung took the No. 2 spot with Samsung Unpacked and the No. 3 spot with an introduction video for the Galaxy S4. Those campaigns garnered a True Reach of 6.9 million and 6.7 million views, respectively. However, with three campaigns on the Chart – there is another at No.8 – Samsung has by far the greatest True Reach of any brand on the Chart.

Samsung Unpacked was a teaser campaign for the Galaxy S4, which was revealed during an event at Radio City Music Hall in New York City on March 14. The 5-inch phone will be available at the end of April.

But this campaign, as well as the flash mob campaign at No.8, received quite a bit of criticism since they launched. Business Insider called Samsung Unpacked cheesy and terribly acted and the Flash Mob outdated; The Verge called it frustratingly bad; and Mashable described it as strange.

Despite the mixed reviews of the campaign, Samsung racked up the views in March and will likely do the same in April. The Korean company launched a new international campaign for the Galaxy S4 this week. 

Rank Brand Campaign Agency True Reach
Watch
1
Motorola
DROID RAZR MAXX HD
NA
10,712,143
2
Samsung
Samsung UNPACKED
NA
6,918,259
3
Samsung
Introducing Galaxy S4
NA
6,727,450
4
Virgin Mobile
Retrain Your Brain
Mother New York
3,276,644
5
Apple
iPhone 5
NA
993,851
6
Google
Nexus 10
NA
883,255
7
Sprint, Samsung
Girl
Leo Burnett Chicago
638,036
8
Samsung
Samsung UNPACKED Flash Mob
NA
282,531
9
HTC
HTC One Show Me
NA
161,375
10
HTC
On the Street
NA
131,305

Tags: accreditation, Android, consumer tech, Droid RAZR Maxx HD, Galaxy S4, motorola, Samsung, smartphone, Visible Measures,


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    accreditation Android consumer tech Droid RAZR Maxx HD Galaxy S4 motorola Samsung smartphone Visible Measures