Leonie Bulman's recent articles
Tweets during the Samsung Unpacked show at IFA highlight the S-Pen as a purchase driver
Analysis of Twitter reactions to Samsung’s Unpacked 2012 show at IFA yesterday, shows that demos of the S-Pen on the new Note II drove engagement and desire to purchase it.
In Berlin yesterday evening, Samsung unveiled a range of new products, including the ATIV Windows 8 Tab and ATIV S Smartphone, the new Series 9 and Galaxy Camera. However, the new Galaxy Note II was undoubtedly the star of the show, especially with its improved S-Pen functionalities. These include Quick Command, using the S Planner while on a call or even writing and sending a birthday card via Facebook.
Analysis shows that Twitter engagement with the Unpacked 2012 show peaked when the Note II was unveiled, followed by another peak in response to the S-Pen demos. What’s more, tweets expressing a desire to buy one of the new Samsung products are highest during the S-Pen demos, with consumers saying they “want” and “can’t wait” to get their hands on a Note II.
Revealing of the Note II creates spike in instant online engagement:
The Note II's S-Pen demos generate purchase desire among those tweeting about the show: