Fast Company:

Samsung’s program known as “White Glove.” It’s a marketing effort designed to convert Apple-slinging celebrities and business influencers into Samsung evangelists. When Beyoncé whips out her phone on the street in Brooklyn, Korea’s largest business conglomerate wants the paparazzi to see that she’s playing Words With Friends on a Samsung.

The White Glove program is a cross between the social marketing of Tupperware parties (minus the pressure to buy something), the house calls of Mormon missionaries (minus the pressure to give up smoking), and the persistence of Green Eggs and Ham–but for gadgets.

It may seem like a lot of time, energy and money on Samsung’s part but, for better or worse, celebrities are “influencers”. And before you knock the program, keep in mind this is something else Apple has done that Samsung has copied. Apple’s program in the Nineties was called “Apple Masters“.