Is calling out 3 non-waterproof phones clever marketing or a tacky plug?
If you haven’t been living under a rock the past few weeks, you should have seen the ALS Ice Bucket Challenge going viral across social media and even featured in major international newspapers.
Several well known celebrities, most probably a few of your friends and maybe even you have joined in at some point, dumping a bucket of ice cold water over yourself and hopefully donating towards ALS research in the process. You also get to nominate 3 people afterwards, who should complete the challenge within 24 hours or donate extra instead.
ALS stands for Amyotrophic Lateral Sclerosis, which is an overall term for motor neurone diseases in the USA, and also the name of the most common variant simply referred to as Motor Neurone Disease in the UK. Other charities have also joined in, most notably Macmillan Cancer Support.
Highlights of the media frenzy have included Bill Gates’ geeky contraption and the Foo Fighter’s parody of Stephen King’s cult classic Carrie.
In the video below, posted on the official SAMSUNGMOBILEUK YouTube page, the Samsung Galaxy S5 introduces itself with a robotic female voice, gets drenched in ice water then calls out the Apple iPhone 5S, HTC One M8 and Nokia Lumia 930 to follow suit.
Whilst this could be seen as some clever marketing and cashing in on a popular craze, it is also interesting to note that the 3 phones nominated are not waterproof. Effectively this makes the video a quick advert on the back of a successful charity campaign. At the time of writing there is no mention of a donation in the video or description, so whether or not this endears Samsung to consumers remains to be seen…
Still, it will be interesting to see how the other manufacturers respond and if Sony, who brought waterproofing smartphones to the mainstream with their original Xperia Z have anything to say on the matter.
For more information on ALS and Macmillan, please click on the following links: