#GALAXYLIFE FEST

CATEGORY:  Brand Launch / Experiential • KEY CONTRIBUTION:  Experiential Lead  / Talent procurement & management

CHALLENGE:

  1. Launch the newest flagship device  while showcasing the Samsung Galaxy ecosystem (Mobile, VR, services)
  2. Create meaningful experiences for Samsung owners and envy for non-owners
  3. Scale to have a meaningful impact globally

CONTEXT:

With more than 100k in attendance, SXSW is comprised of a captive music audience and Interactive week has become the place to discover the technology of tomorrow today, making it the ideal setting for the brand to own the moment.

STRATEGY:

Create ownable moments that drive demand for the flagship product, produce exclusive content for Samsung services and media partnerships that create scale, and fortify loyalty amongst owners offering exclusive access to shows and rewards in a Never Been Done Before way – #GALAXYLIFE

#GALAXYLIFE FEST:

The first-of-its-kind Three-day music festival exclusively for Galaxy Owners featuring a diverse line-up of premiere performers with locations and performers revealed 24hrs before

  • Headlining performances by The Strokes, Lil Wayne & 2 Chainz, and SIA and support from Elle King, The Arcs and Public Enemy
  • Performances were broadcasted as part of the Jimmy Kimmel Live Music Series and filmed in VR for Gear VR platform

SAMSUNG STUDIO:

The central hub for SXSW festival-goers providing immersive experiences and programming showcasing the Galaxy device and ecosystem of products

  • Best Buy Retail Pop-Up offering purchase of the new device and 3-day VIP passes to #GalaxyLife Fest
  • Gear VR 4D immersive experience allowing guests to take virtual rides on Six Flags signature Roller Coasters – Twisted Colossus and Tatsu
  • Programming that included Tech Talks, Meet-ups, and Happy Hours and exclusive invite-only events for Galaxy owners