Samsung Reaches for the Stars at SXSW - Event Marketer

Samsung Reaches for the Stars at SXSW

The Samsung Galaxy Experience at South by Southwest last month was a hub of events, activities and rewards for Galaxy owners on-site and throughout Austin. Samsung placed tags called TecTiles at various locations that people with NFC-enabled Galaxy phones could tap for offers from local businesses, such as free cupcakes, brownies and pizza. Galaxy owners running low on power could tweet #PowerOn to @SamsungMobileUS to receive a brand new fully charged battery via bike messenger. And, in partnership with Uber, an app for requesting a private driver, Samsung also offered free pedicab rides around the city. Galaxy owners tapped a TecTile within the pedicab to redeem their free ride.

On-site, the Galaxy Experience showcased Samsung’s Galaxy line of products and provided interactive experiences. Galaxy owners could tap a TecTile wall to receive free rewards, including music and local deals. At the Music Hub station they could listen to tracks of artists featured at the festival, then S Beam songs to their own device as a special takeaway (S Beam is a file transfer technology that utilizes NFC and Wi-Fi). Brand ambassadors showed guests how to get the most from their Galaxy devices and refreshed batteries. Using S Note, attendees could design custom t-shirts and buttons that were printed on-site.

The roster of events included a media Q&A with Mitch Hurwitz, creator of “Arrested Development” followed by TecTile bingo. Various artists appeared on the Samsung Galaxy Sound Stage, including Band of Horses, The Roots, A Tribe Called Quest and Prince, who performed a three-hour show during the closing night party. Samsung chose 250 TecTile wall participants to attend the Prince show.

“The SXSW conference draws such a diverse audience, many of which are our consumers. It provided us with the opportunity to engage with and reward them personally, while also showcasing Samsung’s latest product innovations,” Melissa McNutt, senior marketing manager at Samsung Mobile US, told Buzz. “The conference and the city of Austin proved to be a great fit for executing our Samsung Galaxy Experience, TecTile program and the #poweron initiative.” Agency: Pmk*Bnc, Los Angeles

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