Ahead of Samsung’s big Galaxy Z Fold 8 announcement next month, the company is starting to rev up the hype machine. But things are changing this year. Instead of releasing some product details as we get closer to Unpacked, the company is kicking off a new social media campaign to spark interest and “invite people to piece together what’s coming next”.
Samsung will begin by wiping its own Instagram feed and rolling out a series of cryptic teaser videos that are built around familiar objects and transformed in different ways. Basically, Samsung is looking to get its audience to compare theories, decode the visual hints, and also speculate about what the Korean tech giant might announce.
Samsung is changing up how it tells its story this year, and this is part of it. So instead of focusing on features or specs, the campaign leans into “storytelling inspired by familiar cultural touchpoints, inviting the audience to participate in the mystery.” It’s a very unique way to build hype for their second biggest event of the year. The end goal for Samsung here is for people to create conversation around the company.
The Android Headlines Take
This is a very interesting way to build hype ahead of Unpacked, and knowing Samsung, it’ll probably work. Though we already mostly know what Samsung is going to announce at Unpacked. Over the last few years, Samsung has announced the Galaxy Z Fold and Galaxy Z Flip at the event, with a new crop of Galaxy Watches to boot. And we expect the same thing this year. Though we could also see its own smart glasses that it confirmed at Google I/O in partnership with Warby Parker and Gentle Monster.
Unpacked is rumored to be taking place on July 22 in London this year. Samsung should be officially announcing the event in a few weeks.
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