BRIEFING
Samsung wanted to launch the new Galaxy smartwatch and to promote the 3 pillars of this new device: battery life, exercise, sleep and stress monitoring, and daily morning briefing. It challenged us to do it by activating influencers who would generate content for their social media accounts, as well as for Samsung.
SOLUTION
Since this was the first smartwatch of the “Galaxy” family, the starting point for exploring the concept was precisely the galaxy. The target of this product was millennials, with an active lifestyle and a taste for physical activity, who need to be connected in the easiest and most intuitive way.
To test the different features of the Galaxy Watch, 3 astronauts (influencers) were invited to explore the galaxy. The rules of the game were simple: our astronauts received one challenge per day, which allowed them to test a Galaxy Watch feature and understand how it contributes to a more peaceful and healthy life.
The challenges were secret, so the participants only knew what they were about on the day itself when they received a morning message with the challenge and instructions. Each time they completed a challenge, they shared it on social media, producing content during the activity and showing a final report of the results on the watch.
The astronaut with the best performance each day received 3 points, the best astronaut received 2 points, and the third one received 1 point. At the end of the Galaxy Games, the winning astronaut had the opportunity to raffle off a Samsung Galaxy Watch to his or her followers.
The results were announced daily on the spatial map of the activation, where one could, in addition to following the scores, learn more about the activity, get to know the influencers involved, and understand the dynamics.
RESULTS
Winner:
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Miguel Domingues, with 39 stars
Instagram:
- 214 stories
- between 12352 and 4263 views per story
- 6 shares
- 7545 likes
- 563 comments