The fight between Apple and Samsung shifted battlegrounds yesterday with the launch of the iPhone 5, as the Korean mobile giant went back into defensive mode to protect its brand and sales of its smartphones.
As the world looked to the Yerba Buena Center for the Arts for Apple’s launch event, Samsung had quietly laid down a considerable amount of marketing dollars in an attempt to leverage interest in the iPhone and attempt to sell its flagship smartphone — the Galaxy S III.
Samsung’s campaign was wide ranging and many members of popular social networks noticed it. Ultimately, the company bought advertising on Google, Bing, Twitter and even overview videos of the new iPhone 5 on prominent news sites.
If it involved the new Apple smartphone, Samsung was all over it.
Bing search Iphone 5 right now, first advertisement is for samsung galaxy 3. lolol
— Greg Lewis (@GregLewis42) September 12, 2012
Samsung (along with Visa) was the official sponsor of the 2012 Olympic Games in London, handing out Galaxy S III handsets to all athletes. The device has proved popular since its May launch, hitting 20 million sales just over a week ago.
Its incredible advertising spend may also have something to do with it; the company’s adverts, banners and billboards are everywhere. Despite this, Apple is expected to eat into Samsung’s share following the release of the iPhone 5, which is probably why the company looks to be bracing for its Galaxy S III sales rate to slow in the coming months.