Tickets to win a new smartphone have been hidden in eight of the largest cities around the UK and the brand is encouraging consumers to hunt for them via social media. Cryptic clues to the location will be provided via a live video stream on Samsung’s video channels, with one location broadcast at the time.
Brits who solve the riddles and head to the correct location have been asked to shout the secret password, after which a Samsung representative will appear with their prize. Brand ambassadors will wait close-by ready to record the reactions of successful consumers and share on social media.
Those who decipher the puzzle but cannot get to the destination can enter into an online prize draw for a chance to win a Galaxy S6.
Developed in partnership with agency Cheil UK, which is also handling Samsung’s current takeover of Harrods, the one-day activity aims to get consumers excited about the new models. Press and out-of-home campaigns will support the treasure hunt, with media planning handled by Starcom.
James Keady, head of digital, Samsung UK and Ireland, said: "The new Galaxy S6 is one of the most important launches of the year, not just for Samsung, but across the smartphone market too. We want to make sure it lands with a bang. Working with Cheil UK, Samsung’s social presence will play a key role in a digital campaign that aims to capture the imagination and desire of our customers."
Matt Pye, chief operations officer at Cheil UK, added: "Delivering the Galaxy S6 digital and social activation has been a great experience for all involved, pulling on the agency’s integrated capabilities. The pitch to win the work was a challenging one against two particularly strong agencies, but as this news suggests, our creative digital talent shone through and won us the brief."
More Samsung activations: Samsung creates pop-up for launch of Galaxy S6 and S6 Edge
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.