Samsung Exchanges Frozen Yogurt for Social Currency - Event Marketer

Samsung Exchanges Frozen Yogurt for Social Currency

DB_Samsung_2014 ETA
Brand: SAMSUNG
Agency: EYES AND EARS ENTERTAINMENT MAC PRESENTS
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF HANDHELD TECHNOLOGY
Year: 2014

For Samsung and AT&T, the Life is Beautiful Festival held in Las Vegas from Oct. 26 to 27 last year was the ideal platform for introducing the Samsung Galaxy Mega to the event’s millennial-rich attendee base. And what better way to connect with a young, tech-savvy demographic than a music-fueled experience that mixed free frozen yogurt made to order, free customized t-shirts and a clever social currency engagement.

By using a web-based app on their phones, fans could order and customize a frozen yogurt bowl choosing their flavor base and toppings, then “pay” for their treat by tweeting with #makeitMEGA. They also used the Samsung Galaxy Mega to personalize and print their own Life is Beautiful t-shirt, choosing from stock designs and making it their own by integrating their name and their choice of colors, again paying by tweeting with #makeitMEGA. At a .gif photo booth, they could strike “I’m Beautiful” poses, then share their photo using the phone. The activation included four charging stations compatible with most smartphones and branded with Samsung Galaxy Mega and #makeitMEGA. The footprint’s musical backdrop was provided by tracks from Imagine Dragons, The Killers, Kings of Leon and Vampire Weekend.

#makeitMEGA was a mega hit, having reached nearly two million people with 5.5 million potential impressions.

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