NOUGHT TO
NAUGHTY
IN 48 HOURS

On Sept 9 2016, Apple was set to launch the iPhone 6S, the iPad Pro, the Apple Pencil and the new Apple TV. Of course, arch rival Samsung couldn’t resist crashing the party with some harmless social media mischief.

That’s when we were brought in by Cheil UK (Samsung’s London-based agency) to set up a pop-up Twitter newsroom that would react to Apple’s launch event with a steady stream of quick-fire banter.

But there’s always a catch (typical).

We were only briefed two days before the Apple event.

Nonetheless we assembled our team of community managers, writers, designers and illustrators; set up camp in Cheil’s London Bridge office, and got cracking.

TWO DAYS LATER…

We had agreed on creative guidelines and a specific tone of voice for the newsroom

Planned a tailor-made workflow for our team

Set up an accelerated approval process with both Cheil and Samsung.

Our community managers had already begun scouring the Internet for any rumours around Apple’s event and potential launches. Armed with these nuggets of speculative information we sketched out enough scamps to wallpaper Cheil’s very large office walls.

READY. STEADY. TWEET!

When it came to the live Apple event, we tracked the topics mentioned by the keynote speakers. As soon as something came up that loosely matched any of our pre-sketched thoughts, we quickly refined it, designed it and tweeted it.

BACK FOR MORE

With the incredible momentum achieved on the night of Apple’s launch, the opportunity was ripe for us to continue with our social antics on Samsung’s behalf.

During this time, we reacted to the various chatter around Apple’s newly launched toys with a steady stream of reactive tweets.

When Twitter couldn’t agree on whether the new iPhone was “Rose Gold” or simply “Pink”:

When everyone was ridiculing the new Apple Pencil:

When Apple TV was all the rage, we reminded people it was only one half of the story:

THE FINAL SHOWDOWN

Two weeks after the live Apple event, the iPhone 6S went on sale. Naturally, we had some cheeky tweets ready to poke fun at the ridiculously long queues one would normally expect from the faithful at Apple’s stores around the UK.

THE AFTERMATH

4,980,184

Impressions

808,412

engagements

16.23%

average engagement rate

The results of our short-lived endeavour were incredible. We had revealed to the world a cheekier, more playful side to Samsung. This not only clocked up some serious column inches on what was supposed to be Apple’s big day, but it also generated loads of brand love for its biggest rival in social media land.