A catchy dance video, and a social media near miss

This is a wonderfully cute new video from Samsung for their Galaxy 580 smartphone, with a tagline that fits perfectly with what I talk about here all the time:

“use your influence”

Watch:

What this commercial (seeded “viral” video, actually) positively SCREAMS for is some kind of action to be taken to help you, the viewer, “use your influence” to share the video, interact with it in some way, connect with the dancers or music, or engage in some fashion with the brand or product.

The concept is cute, and nicely done. Anyone with kids will recognize their own in this little girl as she just lets her imagination spill out all over the dance floor, meaning millions of people could instantly relate to the ad and likely (like me) want to pass it around.

But this is a great campaign concept that, to my mind, is only about 25% done. It could get enormous payoff by extending it across the social media sphere in some manner, inviting viewers in to interact and share it with their friends and networks. A viral video attempt is great, and I suspect this one will get some moderate steam. But take the next step and pull me, the viewer, in deep.

And no, getting me to use this as a social media “near miss” case study doesn’t count. Yes I’m using what influence I have to share it on my blog, but I’m doubting “marketing bloggers” were a target market on the original Samsung campaign brief. I’m talking about doing this at scale.

Related posts:

1. More social media stats than you knew existed
2. Social Media in Healthcare Cheat Sheet
3. Nikon/Your Day: Social media marketing done right