“Queen on Demand” Samsung Galaxy x Verizon 5G Campaign
The Challenge
Verizon needed to drive pre-orders for the new Samsung Galaxy S22 Ultra phone by showcasing its advanced features and Verizon's 10X faster 5G Ultra Wideband. The challenge was to create a compelling activation that would engage digital enthusiasts and effectively communicate the product's benefits.
The Solution
We developed a unique social activation featuring a series of TikTok livestreams, at the time still a very new format, to highlight the Samsung S22 Ultra’s capabilities, such as low light footage, 8K video, and zoom features, enhanced by Verizon's 5G UW. The campaign included the participation of social influencer Bob the Drag Queen, who entertained viewers, interacted with them, and provided product incentives. The livestreams included direct links to pre-order the phone, and viewers were able to influence Bob's actions in real-time, further enhancing engagement.
Bob the Drag Queen, Verizon, and Samsung supported the activation by posting paid social content, driving traffic to the livestreams and pre-order links. Although TikTok was the primary platform, Twitter was also utilized to leverage its highly engaged audience. Despite the challenges, we created a cross-platform communications plan that helped reach our goals.
The Result
The campaign successfully drove significant views, engagement, and most importantly pre-orders for the Samsung Galaxy S22 Ultra phone. The innovative activation not only increased brand awareness but also garnered new followers for Verizon’s new TikTok channel. The multi-channel approach, combining livestreaming, organic and paid social tactics, influencer participation, and cross-functional team collaboration, resulted in a first-of-its-kind activation that demonstrated the potential of the Samsung Galaxy S22 Ultra with Verizon's 5G UW.