Samsung wanted to highlight the cutting-edge camera capabilities of its flagship smartphone, the Galaxy S23 Ultra, by creating an innovative, real-time fan engagement experience during a major football match.
The goal was to allow football fans in the stadium to showcase their match-day celebrations through the S23 Ultra’s advanced camera technology, amplifying their excitement on the big stadium scoreboard LED screens. This campaign not only engaged fans in real-time but also highlighted the phone’s incredible camera speed, video quality, and connectivity.
// ex1t.thirteen
// cat.ooh – events //
// case file:
Samsung
// year. 2023 //
// details
- Goals:
◦ Product Showcase: Demonstrate the superior camera quality, real-time performance, and seamless video sharing capabilities of the Samsung Galaxy S23 Ultra.
◦ Fan Engagement: Create a memorable and interactive fan experience that connects the audience in the stadium with the digital screens, enhancing the match-day atmosphere.
◦ Brand Awareness: Strengthen Samsung’s reputation as a leader in innovative smartphone technology, particularly among the highly engaged football fan demographic. - Production:
◦ Interactive Real-Time Advertisement: A dynamic 3D model of the Galaxy S23 Ultra was displayed on the stadium LED screens, showcasing its sleek design and features.
◦ Fan-Generated Content: Selected fans used Galaxy S23 Ultra phones to capture real-time video feeds of match-day celebrations, which were broadcast live on the stadium’s screens inside the 3D phone model.
◦ Highlighting Key Features: The campaign emphasised the 108MP camera, 8K video recording, and seamless 5G connectivity to highlight the phone’s advanced capabilities.
◦ Amplification on Social Media: Fans shared their clips on social media, which Samsung integrated into its digital marketing strategy - Results:
◦ Fan Engagement: Over 200 fans participated in the live activation, generating a 92% increase in brand recall for Samsung.
◦ Product Awareness: 28% increase in purchase intent for the Galaxy S23 Ultra among attendees.
◦ Media Impact: 15% uplift in website traffic to the product page, with campaign videos earning over 2 million views in a week.