The phone was the product.
The skin was the reason.
An audience insight became an in-game partnership, giving players a reason to engage with Samsung through something they wanted.
My role & scope
Audience and partnership strategy.
400M+Earned impressions reported by the campaign
243%Increase in pre-orders among 18–24-year-olds, reported by the campaign
The strategic choice
Give the product
a place in their world.
The Galaxy Skin connected Samsung to players through an exclusive in-game character. The campaign combined a debut with Ninja and retail experiences, giving the audience a tangible reason to pay attention.
Audience and partnership strategy connected the phone to something people already cared about.
Campaign recognition
Samsung × Fortnite / Galaxy Skin
R/GA New York for Samsung. Recognition for the campaign as a whole.
- Webby Awards
- Winner: Advertising, Media & PR / Mobile Campaigns.
- Clio Awards
- Silver: Digital/Mobile (Other). Silver: Social Media (Multi-Platform).
- Cannes Lions
- Silver Lion: Mobile / Social Business & Commerce. Shortlists: Entertainment / Talent: Digital and Social; Entertainment / Brand Integration for Games; Creative Strategy / Consumer Durables; Direct / Launch/Relaunch; Mobile / Influencer/Talent.
- D&AD
- Yellow Pencil: Media / Use of Online. Graphite Pencil: Media / Use of Collaboration. Wood Pencil: Digital Marketing / Integrated Digital Campaigns. Shortlist: Use of Talent & Influencers.
- ADC Awards
- Silver Cube: Direct / Wildcard. Silver Cube: Branded Content & Entertainment.
- AICP Next
- Winner: Integrated Campaign. Winner: Digital Experiences. Winner: Influencer.
- Effie Awards
- Bronze: Engaged Community.
- The One Show
- Merit: Influencer Marketing / Multi-Channel. Merit: Creative Effectiveness. Shortlist: Mobile / Gaming.
One result that never made the case study: I met my wife on this project. Best campaign outcome to date.
Next projectWorld of Tanks