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Samsung Caught in the Act!

Sarah Thomas

2:05 PM -- I wasn't surprised when I found out Samsung Electronics Co. Ltd. (Korea: SEC) hired actors to tell "true-life stories" about their Galaxy Tab use. I was just surprised they hired such bad actors. [Ed. note: Then you definitely missed the antics of Zoll at Samsung's 2011 CES keynote.]

At both Mobile World Congress 2011 and International CTIA WIRELESS 2011, Samsung showed a video of the "Samsung Galaxy Tab Interview Project" featuring what it claimed to be real people -- an old woman gardening, a hip performer, a freelance travel writer -- who all turned out to be (gasp!) paid actors.

Samsung's public relations director, who also happens to be an actor (but in his spare time), introduced the video as made up of consumers from a variety of backgrounds that Samsung chose to test out the device with, but tech blog Technologizer later uncovered their true identities.

In the same CTIA presentation, Samsung also got applause when it proclaimed the latest Tab to be slimmer than the iPad. But, Fritz Nelson, editorial director at our sister site InformationWeek , proved that to be a fib as well.

Samsung's approach of using actors is probably pretty standard in any industry, and -- let's be honest -- we've all lied about how thin we are before, but the blatant lies around the Galaxy Tab smell a little like desperation to me.

Maybe Samsung should redeem itself with a video featuring actual consumers sharing their real-life experiences. It can't be more awkward than what we've already seen (below).

— Sarah Reedy, Senior Reporter, Light Reading Mobile

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12/5/2012 | 5:09:13 PM
re: Samsung Caught in the Act!

I have a friend that's an actress and companies pay her to speak at trade shows as if she's part of their company. After, she tells people to direct questions to the sales people then disappears. Makes you wonder, are all attractive people at trade shows just actors? (Although, I can't think of any examples right now in the wireless industry...)

12/5/2012 | 5:09:13 PM
re: Samsung Caught in the Act!

Ugh, I had forgotten about that creepy little kid from CES. Thanks for the reminder! Samsung really loves its actors. Real people in videos would be so much less awkward. (This doesn't apply to Kim though - he's a great MC and demo giver...unless, is he just acting too?!)

Jeff Baumgartner
Jeff Baumgartner
12/5/2012 | 5:09:13 PM
re: Samsung Caught in the Act!

You could feel the whole room cringe when Zoll was front and center. But at least they gave us popcorn. JB


12/5/2012 | 5:09:12 PM
re: Samsung Caught in the Act!

That whole presentation was awkward along with the videos.  I think they made it a point to include the "on the go" and "I'm so busy" themes in all of the fake actors scripts.  Also, the presenters could use a little more practice so they are not so obviously reading from the teleprompter.

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