In a UK first, we helped Samsung's new smartphone trend on Twitter by engaging people in a physical space.
The GSII is Samsung's new premium smartphone; aimed at early adopters and people who appreciate cutting edge technology, their core audience is online, and many rely on Twitter to keep on top of the latest trends.
We thought we could start them talking by getting people tweeting.
In conjunction with our sister agency, Jam, we devised a unique mechanic that would allow people to tweet a specific message containing the hashtag #unboxmyGSII to a Samsung ID. They then received a code that would allow them to see if they could 'unbox' a prize from the Samsung cube in front of them.
Over the course of 3 weekends, we took the GSII Box to major UK cities and high footfall locations such as Covent Garden and Manchester Piccadilly Station. Each day of activity saw hundreds of people tweeting to get their code. In addition to the excitement around the box at the experience (particularly when someone won a new Galaxy GSII!), the buzz on Twitter caught the eye of thousands of influencers and technology fans.
Samsung GSII Cubes were placed in high-footfall locations.
People were invited to Tweet a specific hashtag.
A unique code was tweeted to them, giving them the chance to win prizes
