Entertainment Campaign, Winner: Samsung Electronics America and PMK*BNC

The centerpiece of this campaign was groundbreaking virtual reality (VR) content that lets viewers experience a Suicide Squad fight scene from the Harley Quinn character’s perspective. It provided an unprecedented immersive experience for fans and a perfect way to showcase Samsung’s VR platforms.

The VR content and a behind-the-scenes video debuted at Comic Con. Movie cast members, including Scott Eastwood, made surprise appearances. It was Eastwood’s first time at Comic Con, so he used Samsung’s Gear 360 camera to shoot a video of his experience.

Additional campaign elements included events at Best Buy stores nationwide, activations in New York, and giveaways of digitally signed Samsung tablets on the red carpet at the movie’s world premiere.

Overall results for Samsung included 114 million+ social impressions, 42.1 million media impressions, 145,000+ views of the VR content on SamsungVR.com, and 42,000+ device interactions.

Comic Con results were also impressive, with 88% of attendees reporting an improved opinion of Samsung and 62% indicating intent to purchase or upgrade to a Samsung mobile device.

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