Overview

Whether it’s new products or services, Samsung’s commitment to making the everyday extraordinary, lies at the very heart of their philosophy.

So, when it came to building awareness around Samsung’s ground-breaking gaming service, we set about creating an equally ground-breaking concept placing gamers at the very heart of it.

Challenge

With low awareness among gamers, the Samsung Gaming Hub service needed to establish, present and showcase itself as an exciting and credible gaming experience, as well as offering a real alternative to traditional console gaming.

Strategy and Approach

Leveraging the surge in popularity of live, esports gaming, as well as harnessing the influence and reach of professional gamers, we set about developing an idea that would not only increase awareness but also have a meaningful impact - cementing Samsung Gaming Hub as a credible destination for gamers seeking innovation, diversity and a truly immersive gaming experience.

Solution

For Samsung Gaming Hub our aim was to establish and position it at the very heart of the gaming experience.

In partnership with Epic Games and capitalising on the influential power of 2 pro-gamers, we set about establishing The Samsung Gaming Hub Challenge – a live-streamed gaming event designed to not only increase awareness of Samsung Gaming Hub and its ability to offer gamers console-free gameplay, but also to create a credible, long-lasting impression among the wider gaming community.

On the run-up to the event, we used the power and reach of our gaming influencers to build excitement and anticipation across digital and social channels – using friendly rivalry between them to drive online engagement and attendance on the day of the event.

Hosted live from Samsung’s London KX store, the 2hr event included player interviews and warm-up matches, as well as a tour of the store showcasing related Samsung gaming products before culminating in a head-to-head battle for the Samsung Gaming Hub Challenge trophy.

Supported across Facebook, Instagram, Twitch, YouTube, Samsung.com and PR, we didn’t just live-stream the event online, we streamed it live to Samsung’s New York store - and in a world’s first, to London’s Piccadilly screen where we streamed the broadcast live into a 3D gaming environment we created.

As part of the 30-minute broadcast to the Piccadilly screen, we not only created ‘ad breaks’ in-between matches to showcase Samsung-related products, but also enabled people to interact with live gameplay from their mobile phones, with 3D emojis they could send to the Piccadilly screen in real-time – a spectacle that garnered a staggering 26.9 million impressions across various social platforms and showcasing Samsung's commitment to making the everyday extraordinary.

Results

• 4 million live streaming viewership - highest-viewed content on the SEUK YouTube channel
• 572k social impressions across Samsung and influencer channels
• Produced 9 of the top 20 most-watched Rocket League streams on Twitch
• Rocket League ranked as the top 3 most played games during the campaign
• Post-event ATL campaign garnered 49M impressions on YouTube and Reddit combined. 
• 100% Uplift in the Gaming Hub Page on Samsung.com