Galaxy S7 Treasure Hunt

Problem:

Battery life and camera quality were top priorities for our audience, and they craved devices that could keep up with their busy lifestyles and capture high-quality photos and videos. Samsung needed a launch campaign that would not only generate excitement but also effectively communicate the key advantages of the Galaxy S7 in these areas.

Insight:
We understood that to capture the attention of this audience, we needed to go beyond simply stating the features and create an experience that would allow them to see the phone in action. We recognised the power of live video and social media to showcase the Galaxy S7's capabilities in a dynamic and engaging way.

Solution:

We developed the #GS7isHere Galaxy S7 Treasure Hunt, a nationwide event that combined the thrill of a treasure hunt with the immediacy and interactivity of live streaming.

• Seven Brand Ambassadors, equipped with the new Galaxy S7 and riding BMX bikes, were dispatched to different cities across the UK.

• They live-streamed their journeys on Twitter, dropping clues about their locations along the way.

• Fans had to decipher the clues and race to find the Brand Ambassadors to win a Galaxy S7.

• To further amplify the reach, we created a parallel treasure hunt on Google Street View, allowing people to participate virtually.

This campaign tapped into the competitive spirit of our audience, actively engaging with the new product in a memorable way.

Results:

• 63 million impressions in just 7 hours.

• 5 million accounts reached