Samsung capitalized on the tech world’s enthusiasm around Apple's latest iPhone event by plastering ads across major websites' coverage, including The New York Times, The Verge and Business Insider. Samsung went one step further on BI's The Hive by sponsoring its news widget so the "Apple iPhone Event Live Blog" headline appeared as if it was displayed on Samsung's Galaxy S4 smartphone. LG and T-Mobile used similar tactics on Ars Technica and CNET, respectively.

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