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Samsung held a big launch event for the Galaxy S6 and Galaxy S6 Edge in China. Reports say the company paid many people to act like fans at the event.
What Happened at the Samsung Event?
The Chinese news site The Paper says Samsung hired about 500 people. These people were called “fans”. They were asked to stay at the launch for about an hour.
Each fan got paid ¥20, which is about £2.15. One woman said she was paid ¥50, about £5.40, for staying only 15 minutes. The fans made up about half of the 1,000 people who were at the event.
Many of the fans were actually iPhone users. Samsung told them to say they liked the new Samsung phones. They were also asked to post a photo, their name and phone number on WeChat, a popular Chinese messaging app.
In addition, the fans were told to “like” the Samsung Galaxy page on Baidu, a Chinese online community. The goal was to make the new phones look popular.
How Samsung Chose the Fans
One organizer said he found more than 100 fans himself. He then recruited more people to reach the total of 500. The fans were a mix of regular shoppers and people who usually used Apple iPhones.
Samsung paid the fans in cash. The payment was small, but enough to make people join for a short time. The fans were told to stay for 60 minutes, except for the woman who stayed only 15 minutes for a higher payment.
Samsung also asked the fans to talk about the phones to anyone who asked. They were told to say they liked the Galaxy S6 and the Galaxy S6 Edge.
Why Samsung Paid People to Attend
Samsung’s market share in China has been falling. Apple’s iPhone had about 27.6% of the Chinese market between December 2014 and February 2015, according to Kantar Worldpanel.
By paying fans, Samsung hoped to create the impression that many people liked its new phones. The fans were asked to post their praise online, which can make the phones look popular in search results.
Having fans post on WeChat and Baidu also helps the brand appear in popular Chinese platforms. This can influence other shoppers who see the posts.
What This Means for Samsung in China
Samsung has not commented on the report. The company may be trying to stop losing customers to Apple.
The report also says half of the fans used iPhones to take pictures of the Samsung phones. This shows that many fans still owned Apple devices.
Using paid fans can backfire. If shoppers discover the fans are paid, they may trust Samsung less. It also raises questions about the honesty of the marketing.
Samsung was fined $340,000 in 2013 for creating fake online reviews against a Taiwanese rival. The new fan scheme could be seen as another attempt to influence opinions.
How to Spot Paid Fans at Events
- Look for uniform behavior: Many people saying the same exact words.
- Check their devices: If they use a competitor’s phone while praising a brand, it may be a clue.
- Notice quick posts: Fans often post immediately after the event, sometimes with a template.
- Ask questions: Real fans can talk about personal experiences, not just brand slogans.
FAQ
Did Samsung confirm the fan payments?
No. Samsung has not made any public statement about the report from The Paper.
How much did each fan earn?
Most fans were paid ¥20 (about £2.15) for staying 60 minutes. One woman said she earned ¥50 (about £5.40) for a 15‑minute stay.
Why were many fans iPhone users?
The report says Samsung did not ask fans to leave their iPhones at home. So many fans used their own Apple phones to take pictures of the Samsung devices.
What was Apple’s market share in China at the time?
Apple held about 27.6% of the Chinese smartphone market between December 2014 and February 2015, according to Kantar Worldpanel.
Conclusion
Samsung’s use of 500 paid fans at the Galaxy S6 launch shows how hard the company is trying to boost its image in China. While the tactic may create short‑term buzz, it also risks losing trust if shoppers feel the praise is not genuine. The story highlights the intense competition between Samsung and Apple in the Chinese market.
