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Samsung readies pop-up experience to promote Galaxy S3

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Samsung Galaxy 3 Mobile Phone displayed at the Samsung Galaxy 3 Mobile Phone launch at Earls Court Exhibition Center, London

© Rex Features / Ray Tang

Samsung Electronics has announced plans to launch several mobile 'pop-up experiences' next week in London to promote the launch of the Galaxy S3 smartphone

The Korean company is readying a marketing blitz for the S3, its blockbuster new Android handset equipped with a quad-core processor, 4.8-inch screen and smart features.

Samsung Mobile PIN is a temporary structure that can be set up at different locations, built with two-way customised mirrored glass and offering a "premium pop-up experience".

The company said that the "conceptual idea of the PIN is a moving landmark experience like a pinpoint on a map".

Launching on May 29 in two London locations, the Mobile PIN will allow customers to fully interact with the new Galaxy S3 ahead of its release date the following day.

Samsung said that its staff will be on hand to demonstrate the features in the phone, allowing customers to try out the functions, services and apps.

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"We welcome everyone to this dynamic and energetic place to fully experience and enjoy all the core features of Samsung mobile products," said Younghee Lee, Samsung's senior vice president and head of global marketing at Mobile Communications Business.

Alongside the demonstrations, visitors can engage in the Galaxy Studio event, involving a drawing competition using the Samsung Galaxy Note phone-tablet hybrid.

The first two Samsung Mobile PINS will open on May 29 at London's Westfield Shepherds Bush and Old Spitalfields Market. During the summer, Samsung will launch two additional PINs in Hyde Park and Olympic Park.

Samsung has high hopes that the Galaxy S3 will help the firm open up a lead in the smartphone market over key rival Apple. This is particularly as US firm Apple is not expected to release its new generation of the iPhone until the autumn.

Running Android Ice Cream Sandwich, the S3 features a 4.8-inch HD Super AMOLED display, an 8MP rear camera and various 'intelligent' features, such as face recognition and group tag on photos.

> Samsung Galaxy S3 is 'fastest selling pre-order phone of 2012
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