What kind of cell phone do you have? Typically, there are just two or three answers to that question: iPhone, Android or Blackberry. Perhaps another if you’re at a family dinner where the term ‘smartphone’ is unknown.

However, Samsung is on a mission to get its Galaxy brand in the mix, and is pushing awareness hard throughout its entire catalogue. Successfully, too, as a glance at Google Trends suggests the term ‘Galaxy’ has for the first time caught up with ‘Android’.

Among its numerous campaigns, one in particular – focusing on the Galaxy camera, not phone – stands out. ‘Life’s a Photo’, executed by Engine’s digital agency Jam, saw the company ask 32 photographers around the world to snap their towns in a bid to find the world’s most photogenic city. Respected media brand Time Out got on board to help host judging, and in the event Berlin was crowned the winner.

As is usually the case with matters involving local pride, the campaign saw a flurry of interest from fans and photographers. However, Life’s a Photo received little in the way of ‘traditional’ social plugging. Sure, there was a space on Samsung’s Facebook page, and a few updates there, as on Twitter, but by and large the dialogue and noise was confined to its dedicated Tumblr hub.

An interesting tactic, but one that lends itself well to this kind of campaign. Tumblr is made for sharing rich multimedia, and the artistic community the contest appealed to is its main demographic. In this instance, Facebook and Twitter were used as springboards to other platforms – platforms offering a ‘better fit’ rather than the biggest community – something brands touting similarly visually-striking campaigns should give consideration to.