Samsung as a mobile brand has tremendous reputation in terms of its experiential ventures in not just India but across the globe. The company has always tried to push the envelope by coming up with innovative concepts one after the other for marketing its mobile phones in a unique and impactful manner in comparison to competitive brands. The brand stormed onto the experiential marketing scene in 2012 and has continued to pace up.
Samsung as a brand has invested into diverse experiential activities that range from mall activations to gala evenings to multi-city pool parties to helping the disabled. A forward step in this chapter has been the recent launch of the Galaxy S6 and the Galaxy S6 Edge at Los Angeles and New York on April 2 and April 7. The brand came up with out of the box ideas to provide a hands-on experience for guests who got to experiment with the devices in sleek environments inspired by the phone’s design.
EE brings to you the 5 takeaways highlighting the best elements from Galaxy S6 and the Galaxy S6 Edge launch parties that every event organizer must learn from.
1- Mobiles as Place cards
Samsung started off each party with a dinner cleverly designed to get a select group of celebrities and influencers to get photographed holding the phone. The guests in Los Angeles and New York found Samsung phones in lieu of place cards at a mirrored table and had to use the device to order the food. Now as prospective customer this move was an experience of its kind to have all his favorite celebrities get photographed with a phone and it naturally builds in a compelling desire to have the phone. Also, by allowing guests to use the phone from the get go the brand allowed the celebrities to actually get engaged in phone rather than just organize a high profile party.
2- Technological way to explain features
At every launch party most mobile brands have a specialized video or a spokesperson that takes you through the features of the phone but at this launch the guests learned about the S6 features via mirrored, cube-shaped vignettes. The Cube shaped interiors included digital graphics providing a high-tech feel. The experience was a kind for the guests who were stunned with the thinking that had gone into curating every detail of the launch.
3- Decorative Ideas
Samsung wanted its guests to have a better idea about the camera of its galaxy S6 phones and hence it carefully got the guests to be photographed with the mobile phones in hand then posted these photos of guests shot with the phone throughout the party venues. The concept is another innovative way to decorate the ambience with more interests arising from the every corner to explore more of the experiential venue. This idea can also be used by event companies for hotel launches or at an event where they want the customers to carefully scrutinize a venue.
4- Use of Colors The brand carefully used variety of colors to highlight another important crucial element of the phone i.e the screen color quality. The brand decorated the entrance in blue lighting in blue lighting colors that provided the guests a real time experience of the better screen quality of the phones launched. Guests at LA, also had to go through a 30 ft long plexi tunnel and Samsung had also created a black, white, and gray color palette by incorporating reflective and metallic textures as well as jewel-toned lighting meant to symbolize the phone screen’s color quality.
5- Engaging elements
The launch also has multiple engaging elements designed for the attendees. Hollywood stars walking into the launch party of the Samsung Galaxy S6 and Galaxy S6 Edge were asked what their “six appeal” was also guests were asked to step into futuristic cubes and try out new features of the mobile phones such as all new Wifi-only charging. Also, the event was filled with music and performances that added another dimension to experience building as performer Chromeo took the stage for a performance, followed by DJ Zen Freeman, who provided beats for the remainder of the evening.
