In a captivating marketing stunt, Samsung surprised and delighted New Yorkers with an interactive kiosk that transformed popular mobile games into real-life experiences. The standalone kiosk, mysteriously appearing in Meatpacking District's Gansevoort Plaza, drew curious onlookers eager to explore the Samsung Galaxy Player on display.
As unsuspecting individuals began playing games like Angry Birds and Need for Speed, a team of improv actors sprang into action, recreating the virtual worlds with theatrical flair. For Angry Birds enthusiasts, the actors transformed into the game's iconic characters, engaging in playful antics that mirrored the on-screen action. Those who opted for Need for Speed were immersed in an exhilarating auto race with a thrilling finish line celebration.
After experiencing this unexpected burst of creativity and excitement, the actors seamlessly blended back into the crowd, leaving the participants in a state of bewilderment and delight. Zeno Group masterfully conceptualized this ingenious surprise and delight experiential concept, while ALT TERRAIN expertly handled the event activation production, ensuring flawless planning, permitting, staffing, management, and insurance.
Samsung's "Play With This" activation is a prime example of how brands can leverage interactive experiences to connect with audiences on a deeper level, transforming passive product displays into unforgettable moments of shared joy and surprise.
Here's why this activation continues to be a favorite:
A Journey of Unexpected Delights: The activation took participants on an emotional roller coaster, from initial curiosity to surprise, engagement, and finally, astonishment. This multi-stage journey ensured that the experience remained etched in their memories long after the activation concluded.
Happiness as a Branding Tool: The activation's ability to genuinely delight and surprise participants highlights the effectiveness of unexpected experiences in fostering positive brand recall and positive associations.
Timeless Brand Content: The activation's creative concept and execution resulted in timeless brand content that transcended the boundaries of a single marketing event. It became a cornerstone of Samsung's experiential marketing tour, further cementing its impact.
If you're looking to replicate the success of Samsung's "Play With This" activation and create similar transformative experiences for your brand, don't hesitate to contact us. We'd love to craft and produce unforgettable brand engagements that resonate with your target audience.