Samsung CMO and Head of Marketing of the Mobile Division, Claudia Contreras, stated: This amounts to Sam being an avatar on Samsung's social channels and website to help customers choose Samsung products. On May 12th, 2022, Samsung announced it had "hired" Sam to be a "digital specialist" for the company. The subreddit gained over 13,200 subscribers in one day and over 50,000 subscribers in two days. On May 31st, Redditor OnionR6 created /r/SamsungGirlr34, a NSFW subreddit for the character. In memes, the character has been compared against Resident Evil Village character Lady Dimitrescu that achieved similar popularity in early 2021. In the following days, the character achieved widespread popularity on social media, with users posting fan art, memes and other content. Also on May 30th, Redditor Liftrapps posted a meme that gained over 15,800 upvotes in the /r/okbuddyretard subreddit (shown below, center). For example, on May 30th, 2021, Twitter user posted one of the earliest fan depictions of the character, gaining over 80 retweets and 790 likes (shown below, left). Starting that day, users on Twitter and other social media posted fan art, including NSFW fan art, of the character, as well as memes about the influx of hornyposting about Samsung Sam. On May 30th, Twitter users and made posts about the character, with their tweets gaining over 5,400 retweets and 72,700 likes and 6,600 retweets and 67,600 likes, respectively (shown below, left and right). The post gained over 5,800 retweets and 49,900 likes in three days (shown below, left). On May 29th, 2021, Twitter user tweeted four images of the character, mispresenting it as a virtual model officially from Samsung. As of June 1st, 2021, Samsung did not officially announce or acknowledge the character. Lightfarm created the character, referred to as Sam, in collaboration with Cheil Worldwide, a marketing company that is a subsidiary of Samsung. Following the viral popularity of the character, the posts were removed.Īdditionally, Lightfarm also uploaded a short test clip of the model (reupload shown below). In the renders, the character struck various poses and held Samsung devices (images shown below). On May 28th, 2021, Brazilian visual arts production house Lightfarm presented a series of 3D renders of a virtual assistant dressed in a black Samsung Galaxy shirt, posting them to its website and Facebook page.
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