Brand Slam: Samsung vs. LG

In this month's Brand Slam we pitch the experiential marketing strategies of electronics brands Samsung and LG against each other.

This month Samsung and LG go head-to-head in our Brand Slam
This month Samsung and LG go head-to-head in our Brand Slam


Event structure:

Samsung has recently worked with agencies including Cheil, M&C Saatchi Sport & Entertainment and Undercurrent.

Social footprint:

@SamsungUK has 158k followers on Twitter, 23.3k followers on Instagram and 2.35m likes on Facebook.

Recent campaigns:

In February this year the brand created an interactive VR performance featuring Years & Years. Fans were given a preview of their 21 date European tour on 28 February with the band performing four tracks at a bespoke gig, which was specifically designed for a live VR experience. Fans could take part by downloading both the Oculus Store app and Samsung Galaxy S7 presents Years & Years in Gear VR onto their smartphone, before plugging in the headset to watch the performance.

In the same month the brand revived its School of Rugby campaign for the Six Nations tournament. It hosted a virtual reality pop-up at England’s home of rugby Twickenham, featuring its new Samsung Galaxy S7 handset and Samsung Gear VR headset. The activity challenged fans to test their reaction speeds against rugby legends such as Martin Johnson and Lawrence Dallaglio. Samsung  first launched the School of Rugby concept with Jack Whitehall in September last year.

Latest campaign:

In March, Samsung constructed a large-scale installation at Westfield London - the Galaxy Studio Installation. Located within The Atrium, it aimed to showcase the brand’s latest products. Visitors were given mission cards when they entered the space, which they could take to the nearby ‘cube’ zone to collect a series of different stamps - once they had collected the required number they could access the VR Theatre zone, where they could take part in activities such as skiing or riding a rollercoaster. The installation featured technology such as the Samsung S7 and S7 edge, Gear 360, Gear VR, Gear S2 and TabPro S.


Event structure:

LG has recently worked with Brand & Deliver and Hill + Knowlton. It has previously worked with the likes of Exposure, Hot Cow, TRO and Cake.

Social footprint:

@LGUK has 66k followers on Twitter, 241k likes on Facebook and 1.19k followers on Instagram.

Recent campaigns:

In February LG teamed up with to help fashionistas with emergency garment care and replacement outfits during this year’s AW2016 London Fashion Week. 
Consumers were able to tweet @LGUK with the hashtag #SaveOurStyle, in order to request a speedy pick up of stained, creased or under-the-weather garments via a branded black van. A replacement item would then be provided by, with LG working behind the scenes, with its home applicance technology, to launder the rejected item of clothing.

Last November the brand teamed up with the Underground Film Club for a six week period around the launch of its new television category LG Oled TV. The activity saw cinema-goers test out the picture quality of movies on LG’s G4 smartphones, with brand ambassadors on hand to provide support and information at weekend screenings. 

Latest campaign:

LG activated at the Royal Horticultural Society's Chelsea Flower Show (24-28 May) last month. The brand teamed up with designer Hay Joung Hwang and landscaper Randle Siddeley to create a horticultural experience. Its LG Smart Garden was inspired by the concept of ‘intelligent homes’ and incorporated technology which can improve the functionality of people’s homes and gardens.


Event says: Despite Samsung devising more frequent and immersive experiences we felt it relied too much on its VR strengths, and that LG stood out for thinking outside the box.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

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