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  1. Production & Strategy
  2. Strategy

Samsung Mobile Launches Its Largest Campaign With Bash for 500 Fans, V.I.P.s

Anna Sekula
June 26, 2012

To launch its latest smartphone, the Galaxy S III, Samsung Mobile debuted its most ambitious marketing campaign yet, hosting a 500-person event at Skylight Soho in New York on June 20, before hitting a private residence in Los Angeles the following day for a more intimate bash. The electronics company also rolled out several consumer-facing initiatives, including an installation in Times Square designed to show off the sharing function of the new gadget.

"To support the most highly anticipated smartphone of the year, we are launching the biggest interactive marketing campaign ever conducted in the U.S. by Samsung Mobile," said Brian Wallace, vice president of strategic marketing at Samsung Mobile U.S.A. "This campaign is the largest to date, but it is also in line with our market-share position and the expected popularity of the Galaxy S III."

Looking to reward fans with a detailed experience of the new device, Wallace said the attendees for the New York bash were selected through the brand's Facebook page and the setting itself was designed to be "experiential in nature." For the event's marketing agency PMK-BNC and production partner Caravents, that meant creating an interactive tour, with areas such as the bar, lounge, and photo-op station conceived to flaunt the phone's sharing, image-capture, and one-touch file-transfer features. There was also a video kiosk and small 3-D theater that previewed another component of the campaign.

"In addition to the New York and L.A. experiential events," Wallace said, "Samsung is launching Samsung 'Share to Go,' which includes 40,000 interactive posters and 50 kiosks in airports and malls throughout the country. 'Share to Go' allows Galaxy S III owners to download free, premium content such as music, eBooks, and articles from The Onion and The New York Times. We will also be launching the first-ever 3-D interactive game at 55 movie theaters in the U.S. The game detects hand movements as viewers wave their hands in the air in order to control a Galaxy S III."

To round out the launch in New York, Samsung brought in musical acts Sebastian Ingrosso and Skrillex; L.A. guests enjoyed performances by DJ Brent Bolthouse and Alabama Shakes.

To showcase 'S-Beam,' a Galaxy S III function that allows users to transfer files by touch, the event offered a 'beam bar.' Attendees used the new phones to order drinks and bartenders would collect the orders by tapping their devices against them.
To showcase "S-Beam," a Galaxy S III function that allows users to transfer files by touch, the event offered a "beam bar." Attendees used the new phones to order drinks and bartenders would collect the orders by tapping their devices against them.
Photo: Theo Wargo/Getty Images for Samsung
Bypassing Skylight Soho's main entrance, organizers of the Samsung Galaxy S III launch in New York used its Renwick Street entrance, adding signage to the facade of the building.
Bypassing Skylight Soho's main entrance, organizers of the Samsung Galaxy S III launch in New York used its Renwick Street entrance, adding signage to the facade of the building.
Photo: Theo Wargo/Getty Images for Samsung
The entryway for the New York event was a tunnel filled with smoke, projections, and audio. The sounds and images playing were of frustrated smartphone users, designed to contrast the setting inside.
The entryway for the New York event was a tunnel filled with smoke, projections, and audio. The sounds and images playing were of frustrated smartphone users, designed to contrast the setting inside.
Photo: Line 8 Photography
Inside the SoHo venue, Samsung Mobile crafted an experiential tour of the new smartphone's features. This included a photo-op area where attendees could snap a picture of themselves and then experiment with 'share shot,' which enables the device to send images to other phones within a 200-foot area.
Inside the SoHo venue, Samsung Mobile crafted an experiential tour of the new smartphone's features. This included a photo-op area where attendees could snap a picture of themselves and then experiment with "share shot," which enables the device to send images to other phones within a 200-foot area.
Photo: Line 8 Photography
With blue lighting as the main backdrop, the event producers used white or clear furnishings for the cocktail tables, sofas, and seating. The gadget's brand imagery decorated surfaces like the facades of the bars and the venue's walls.
With blue lighting as the main backdrop, the event producers used white or clear furnishings for the cocktail tables, sofas, and seating. The gadget's brand imagery decorated surfaces like the facades of the bars and the venue's walls.
Photo: Line 8 Photography
As a way to demonstrate the phone's 'burst shot,' a feature that takes three images a second, guests could throw a basketball while a staffer took photos. The photos were then printed out as a take-home item.
As a way to demonstrate the phone's "burst shot," a feature that takes three images a second, guests could throw a basketball while a staffer took photos. The photos were then printed out as a take-home item.
Photo: Theo Wargo/Getty Images for Samsung
Another area showcased the 'group cast' feature that allows users of the Galaxy S III to share and collaborate on documents, presentations, or images. A station in this section played up the $1.5 million donation Samsung Telecommunications America made to benefit the World Wildlife Fund.
Another area showcased the "group cast" feature that allows users of the Galaxy S III to share and collaborate on documents, presentations, or images. A station in this section played up the $1.5 million donation Samsung Telecommunications America made to benefit the World Wildlife Fund.
Photo: Line 8 Photography
Divided into several sections, the venue also included a central lounge that faced the stage.
Divided into several sections, the venue also included a central lounge that faced the stage.
Photo: Line 8 Photography
Through custom kiosks, consumers can download content—books, musics, apps, and news—for free. The freestanding stations were featured at the event and are part of the larger campaign for the phone's launch.
Through custom kiosks, consumers can download content—books, musics, apps, and news—for free. The freestanding stations were featured at the event and are part of the larger campaign for the phone's launch.
Photo: Theo Wargo/Getty Images for Samsung
Twilight actress Ashley Greene hosted the New York event, speaking briefly about the new device and its functions.
Twilight actress Ashley Greene hosted the New York event, speaking briefly about the new device and its functions.
Photo: Neilson Barnard/Getty Images for Samsung
Swedish House Mafia's Sebastian Ingrosso took to the stage in New York, spinning house music in front of animated projections as the audience snapped shots on their smartphones.
Swedish House Mafia's Sebastian Ingrosso took to the stage in New York, spinning house music in front of animated projections as the audience snapped shots on their smartphones.
Photo: Theo Wargo/Getty Images for Samsung
Capping off the event in New York was a performance by surprise guest Skrillex, who brought his brand of electrohouse to the late-night shindig.
Capping off the event in New York was a performance by surprise guest Skrillex, who brought his brand of electrohouse to the late-night shindig.
Photo: Theo Wargo/Getty Images for Samsung
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