As an Apple devotee, it pains me to say that Samsung's marketing in the mobile wars is increasingly impressive (and scathing) - especially the ads mocking iPhone fans waiting in long lines for the next iPhone.
And now, this new effort from BBDO New Zealand raises the bar. Galaxy fans could skip ahead by tweeting. Brilliant. And you won't believe the results.
Of course, none of it stopped the iPhone 5S from selling out in one day (sorry, had to get that in).
But more importantly: How might your brand use social like this to build this kind of buzz?
Read more about the initiative, here.
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