The Brief

The Samsung Galaxy S4 is the next big thing in smartphone technology. We were asked to create an outdoor promotion that would build hype around its launch and inform consumers of the phone’s exciting new features. We knew Samsung fans couldn’t wait to get their hands on the new Samsung Galaxy S4. So instead of launching the phone ourselves, we got our fans to launch it for us.

Describe how the promotion developed from concept to implementation

Instead of leaving our most impassioned fans waiting outside a store for days, we enabled them to create a virtual version of themselves to wait outside for them. Broadcast live to a 150ft electronic billboard downtown, The Smart Phone Line moved and reacted like a real line would. When it rained, characters put up umbrellas. When night fell, they settled into sleeping bags and under blankets. Fans could jump the line by sharing features of the phone with their friends via social media. The more their friends shared these posts, the further up the line they moved.

Describe the success of the promotion with both client and consumer including some quantifiable results

12,000 fans in The Smart Phone Line shared 36 features of the phone, reaching the facebook pages of 2.9 million people. For two weeks, Samsung fans waited downtown for the release of the Galaxy S4. No one got wet, no one went hungry and the whole country knew the next big thing had arrived. With a media budget of just $10,000, we launched a smartphone to the entire nation. Thanks entirely to our fans.

Explain why the method of promotion was most relevant to the product or service

People have always stood in line for days to get their hands on the latest smartphone. When it came time to launch the Galaxy S4, we knew there had to be a smarter way. Instead of our biggest fans waiting outside a store in the cold, we turned them into our media channel. Instead of talking to each other, we had them talking to the country.