Looking to get its technology into the hands of young-minded Canadians, Samsung Canada is tapping into their love of music and film—and the rise of the 15-second video. The brand this summer brought its Galaxy S6 and S6 Edge mobile phones with their powerful camera capabilities and fast-charging functionality to three of the country’s summer music festivals, Wayhome, Osheaga and Squamish Valley, where attendees used the devices to capture video and photo content to share on social media. The brand is building on that experience at the Toronto International Film Festival, Sept. 10-20.
“As the age of the selfie gives way to the age of the 15-second video, we feel the functionality of these phones is super-relevant in finding that 15 seconds of fame,” says Mark Childs, cmo at Samsung Canada, adding that the activations are “about helping Canadians get closer to what they care about in their lives, whether that is music, film and the important people in their lives.”
Prior to each music fest, attendees received RFID wristbands that they registered online with their personal information. On-site, they scanned the wristband with NFC technology onto a Samsung Galaxy S6 or S6 Edge phone to capture photos and video that was automatically posted to a personalized landing page, along with exclusive content created in partnership with a band at each festival. A follow-up email drove users to their landing page with links to share the content on Facebook and Twitter. By sharing the content with #NEXTISNOW, consumers were entered to win side stage tickets for weekend performances at the festival.
Three Samsung footprints at each of the festivals featured a five-screen ultra-high-definition Samsung TV wall mounted on a truss that displayed the festival schedule, consumer-created content, tips for using the S6 and a social aggregator of consumers posting to #NEXTISNOW. The sites also featured virtual reality goggles powered by S6 devices, a trampoline, beanbag furniture, umbrellas for shade and a phone charging station. Agency: Mosaic, Toronto.