Samsung Builds Buzz on Beyoncé's Experience Tour - Event Marketer

Samsung Builds Buzz on Beyoncé’s Experience Tour

DB_Samsung_2008 Ex
Brand: SAMSUNG
Agency: GMR MARKETING
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2008

Samsung pulled all the stops during the Beyoncé Experience Tour with a red carpet entranceway, a VIP lounge and plenty of other perks.

To build buzz, Samsung held radio remotes at local Sprint stores giving away two tickets and a VIP Experience at the concert. At night before each performance, Samsung projected a branded animated logo on the side of the building. On concert day, fans were greeted by a red carpet lined with Samsung plasmas showing the Upstage phone and Beyoncé videos on a loop. Fans could text to a code to leave Beyoncé a message on the big screens.

Brand ambassadors greeted guests and gave brief demos of the Upstage.

Inside, the party was pumping with music mixed by a live dj with strobe lights setting the mood. Fans were then escorted to the Samsung VIP Lounge where they received Samsung/Beyoncé gift bags. The setting was posh with plush velvet furniture, plasmas looping Beyoncé videos and LED light curtains showing Samsung images. To top it off, the VIP Lounge had its very own waterfalls.

Fans that didn’t have VIP tickets hung out at the Samsung Sound Lounge, open to all concertgoers. Fans could have their picture taken at a Samsung photo booth retrievable on its microsite with an option to frame it in a Samsung/Beyoncé border.

The brand was able to put the product in the hands of willing consumers—and extend the conversation well beyond the concert floor. It distributed more than 40,000 download cards and 13,000 photo cards. There were more than 15,000 picture downloads, 110,282 page views and 591 Samsung promotion opt-ins, plus 1,619 consumer research opt-ins. Samsung was able to do 6,200 hands-on demonstrations on site and had 5,436,664 media impressions.

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