Samsung tapped Razorfish to help unleash is it’s biggest-ever marketing campaign in Samsung Mobile USA’s history for the launch of the Galaxy SIII. At launch, Samsung lived in the shadow of Apple. But, the Galaxy S III enabled things that were previously impossible with any other smart phone, such as the ability to share pictures, music and videos by simply tapping two Galaxy S III phones together. The challenge: Bring these key features to live via compelling video content and “never been done before” digital executions. To kick off the campaign, we created films for key features of the new device.
To allow consumers to dive deeper into a broader range of features and an almost instructional level, we created a series of connected demo videos that educated, but still entertained the millennial target.
We launched the GSIII in Times Square with a never-been-done-before sharing event allowing people to experience the power of the device first hand, and in front of an engaged crowd.
“Monster Walls” in airports across the US engaged and entertained highly “mobile” consumers while bringing the features of the device to life.
We gamified the sharing capabilities of the device in our Facebook “Galaxy Arcade”.
We designed and built first-of-their-kind kiosks that delivered free content using the NFC capabilities of the GSIII at airports, malls and special events. We extended the program in posters that rewarded GSIII owners with exclusive content downloads.
In a bold move, we utilized Facebook as the “dot com” to showcase and sell devices.
On Facebook, we celebrated our first 5 million fans and grew our fan base to over 20 million over the course of 6 months.
And of course we covered the basics…
The result? The GSIII Surpassed all sales goals, and eclipsed the iPhone 5 launch.
ECD: Sam Cannon
GCD: Dustin Smith / Cliff Drane
CD/AD: Aaron Cacali
CD/CW: David Shih
ACD: Shane Bzdok
AD: Jonathan Pliego
CW: Kevin Lane / Nick Cade
Photographer: Tyler Gourley
Agency Producer: Floyd Russ
Director: Steve Ayson
Line Producer: Line Postmyr
Production Company: MJZ
Editorial: Rock Paper Scissors
Editors: David Brodie / Paul Kumpata
Client: Samsung Mobile USA