Samsung hits restart with a viral marketing campaign ahead of the Galaxy Z Fold 8, Flip 8

What you need to know

• The company has kicked off a new social media campaign on its Samsung Mobile and Samsung Mobile USA Instagram accounts after hitting reset and wiping every post.
• Samsung says it's looking to tell a new story ahead of its Galaxy Z Flip 8, Fold 8 launch with a series of cryptic posts that users will be required to unravel and "decode."
• It states that "when we're ready" it will reveal everything we're used to seeing about phones ahead of a major debut.

We've been anticipating the launch of Samsung's next foldables for months. Tonight (June 30), the company's kicked off a new social media campaign, and it's completely wiped its Instagram.

Samsung says it's "hitting reset" leading up to its Galaxy Z Flip 8 and Fold 8 launch. The company's new social media campaign focuses on Instagram, as it states its account feed will be wiped completely. This will take place before Samsung's wave of "cryptic teaser videos." While this might seem a bit odd, Samsung says there's a purpose behind this campaign.

The company is interested in telling a different kind of story. One that's inspired by "familiar cultural touchpoints." Instead of dropping various details about its next foldables, Samsung says it's going to invite theories and speculation. This campaign will involve a series of mysterious "simple and highly visual" posts that seem mundane. However, there's a deeper meaning to these clues and posts, which Samsung says will require users to "decode."

Certain aspects of these cryptic posts will unearth patterns that users will have to be sharp to spot. Samsung says it won't explain anything until it's ready. When that time comes, it will dive into features for its next foldables. Until then, you might want to try to emulate the great Sherlock Holmes.

The campaign begins on Samsung Mobile and Samsung Mobile USA.

What does it all mean?

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There's quite a bit that we'd like to see from the next wave of Samsung foldables. However, there's a particularly strong focus on the Galaxy Z Fold 8 (and all the rumors surrounding the extra stuff). In terms of design, we're not expecting the Fold 8 to stray too far from what the Fold 7 offered. The Fold 7 was incredibly popular when it debuted, for more reasons than one.

The device integrated a thinner form factor, a refined hinge, and display upgrades, which captivated consumers. It would seem strange for Samsung to teeter away from this, but we'll have to see what this social campaign has in store. On the other hand, a Samsung exec, shortly after the Flip 7 and Fold 7 debuted, said the company was "thinking about" bringing the S Pen back. Such a return would require the device to thicken again after becoming so slim.

Android Central's Take

At the time of me writing this post, Samsung's social media accounts are completely wiped. There's not a thing there. And it's funny to see, considering they have nearly 2 million followers on one of them. Samsung is looking to generate a buzz. It wants the attention, it wants the hype, the eyes, the press. It's encouraged us to "follow along." So I shall.