Samsung Sponsorship Fosters Consumer Creativity
Looking for a way to ratchet up its coolness among younger consumers, Samsung took to the road with the rockers on the Vans Warped Tour.
At the Samsung on-site footprint, concertgoers were encouraged to express their creativity at three interactive displays. The P*nk Your Phone area allowed visitors to customize their handsets with punk rock studs, stickers, paint and crystals; the P*nk This Wall gave visitors an outlet for their inner graffiti artists and the Samsung Cingular Live Lounge was home to off-the-wall activities like the Portapottie Exit Interviews and Wear My Girlfriend’s Bra.
The crew hit 43 shows in 56 days, with 33 percent of the 625,000 who attended experiencing the brand through one-on-one interactions. In addition, Samsung reps dished out more than 150,000 posters, more than 4,000 t-shirts, and more than 190,000 lanyards with information on how to get exclusive ring tones and phone graphics from a Samsung Web site.