Samsung’s Slick Exterior Beckons Visitors Inside - Event Marketer

Samsung’s Slick Exterior Beckons Visitors Inside

DB_Samsung_Book1
Brand: SAMSUNG
Agency: TBA GLOBAL
Year: 2009

They say you shouldn’t judge a book by its cover. Well, maybe you should. With a slick exterior design more reminiscent of a museum than a temporary brand experience, Samsung’s two-story, 7,500 square-foot “Olympic Rendezvous @ Samsung” pavilion at the Olympic LiveCity Yaletown received an A for its exterior curb appeal.

Upstairs, visitors to the VIP suite were greeted by a phone recycling station and a super-size Omnia II touchscreen smartphone display (the Omnia II was the signature model being promoted at the Games). Once inside, guests were treated to a killer view of the main stage where performances rocked LiveCity day and night and live feeds of the sporting events ran on giant screens. Guests could check email and watch the action below from a long, glossy white bar loaded with nine mini notebook computers, grab from a full selection of snacks like salads, sandwiches and sweet treats (or a cocktail after 6 p.m.) and take a load off on any of several comfy white couches. From a glass-front VIP room, guests could sneak a peek of the action inside the experience. The space also featured a photo backdrop for on-site interviews.

Consumers first accessed an HD theater for a short movie about Samsung’s connection to the Games, then gained entry into the main space: a combination product demo center, interactive game room and entertainment venue all designed on the same curvilinear line that adorned the exterior features of the structure. There was live music, phones to test (and text from), glass-encased displays of Olympic torches from years past and several interactive consoles. At an interactive touch-based Build Your Own Snowboard area, guests dragged and dropped elements from the screen to design and virtually build their own boards (someone wins a snowboard every day). At another station, guests could strap on cross-country skis and race a virtual course.

Staffers snapped photos of attendees using the Omnia II on their way into the space and then posted them directly to the Share Wall, a constantly changing large-scale photo mosaic projected on one of the walls. At two multi-touch tables, the photos could be printed out on the spot via a built-in printer slot. Visitors were encouraged to pick up a passport at the beginning and collect stickers at each station. A full passport got a scratch card and the possibility of a free phone and other instant prizes.

Throughout the day there were stage shows featuring a Canadian troupe called The Underground Circus. The contortionists and performers took photos with the Omnia II throughout the show and posted them to the Share Wall. At night, a dj spun tunes and added to the LiveCity party going on outside.

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