So far, Singapore Tourism Board and LEGO have jumped into action over the launch of Samsung’s foldable smartphone. Known for its quirky and witty ads, Domino’s Pizza Singapore has also followed suit with its take on foldable pizza slices. In a Facebook post, the pizza chain said, “We’ve been doing the Fold Hold long before the first galaxy. Try the revolutionary way of eating today!”.
Since its release on 20 February 2019, the Samsung Galaxy Fold smartphone has seen an increase in mentions on Twitter. According to Socialbakers, the total interactions around the smartphone amounted to more than 20,000 in a span of six days. In terms of sentiment comparison, the Samsung Galaxy Fold had a slightly higher positive sentiment, and a lower negative sentiment as compared to the Huawei Mate X, which launched days after. The Twitter handle @SamsungMobile had a much higher number of mentions, with close to 2,500 mentions on the foldable smartphone’s release day.
This is not the first time brands have trendjacked the latest social media hype. In January, the #10YearChallenge featured a barrage of posts from brands such as Domino’s Pizza and Pizza Hut, public figures and netizens sharing images from 2009 and 2019 for comparison. The challenge even prompted Singaporean PM Lee Hsien Loong to have a #throwback moment.