Wait, that’s not a Real Estate CEO – Samsung busted for using actors

Real life consumers enjoying the Galaxy Tab

Last week, Samsung filmed real life consumers testing out and comparing the Samsung Galaxy Tab (Android tablet) to the iPad 2 at the CTIA Wireless conference, raving about how the Samsung was thinner than the iPad 2. Some pointed to exaggerated claims during the comparison to which a company spokesperson didn’t confirm or deny according to InformationWeek.

Over the weekend, it was discovered that the people featured in the video were not “real life consumers,” rather SAG card-carrying actors. Bloggers noticed that the interview project didn’t conceal the real names of those in the video, rather gave them fake titles like “Real Estate CEO.” The project even used a known film director who had worked with Samsung before. The video has since been pulled.

Joseph Kolinski, Real Estate CEO?

Joseph Kolinski is the actor’s real name and he is currently part of Vienna’s English Theatre. He has been on Law and Order, One Life to Live and the Broadway production of Titanic, The Three Muskateers and Les Miserables. All of these are great accomplishments, but do not include real estate, nor being an executive. Kolinski’s just doing his job, he’s not at fault here, but Samsung represented him as a Real Estate CEO who enjoyed the Galaxy Tab at a conference.

Doh! Good thing you didn’t see the video and think “oh if he is using it and liking it, maybe it’s good for my business, let’s go buy one!” (although many agents will purchase based on the tablet’s impressive merits).

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The bottom line

Samsung has created an amazing product, so it is a shame that this could distract some people from their mission to get the next generation Galaxy Tab to market. Using actors is nothing new, but presenting them as conference attendees that are simply playing with a product is insincere. Some have suggested that this strategy noted Samsung must have lacked confidence in finding people in reality to praise their product. We disagree, but the market perception has shifted, even if just a tad.