Agency Undercurrent produced the event for 200 competition winners. On the evening, all on-site teams used Samsung devices to check-in guests and capture the night in pictures and film.
Screens from the technology company displayed a live social media dashboard, and the online reach of the event was measured at eight million. To be in with a chance to win signed merchandise, guests were encouraged to share their experience with the hashtag #GS5OllyMurs, in reference to Samsung's new Galaxy S5 model.
Consumers who purchased the handset throughout February and March via the Vodafone retail channel were given the opportunity to win a pair of tickets to Murs' nationwide tour.
Damian Clarke, managing director of Undercurrent, told Event: "This final activation of the three-month, fully integrated campaign has proved to be a fantastic success for Samsung and Vodafone. KPIs have been hit across the board and it has been a pleasure working with the product, retail, digital and social teams in both businesses."
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