The “Alpha Cover Shoot” was created to boost the market launch of the Samsung Galaxy Alpha in Switzerland. On the campaign microsite, users found an immediate call to action to engage with the brand and the sophisticated claim “Just Alpha”.

Idea: The world’s first user-generated print magazine cover that is created from a digital fashion shoot. In a video introduction, the international topmodel Ronja Furrer puts the Galaxy ALPHA in your hands and asks you to photograph her for the cover of a magazine. The online experience was connected to the real world – in an online competition, the best picture was chosen to be featured on the cover of the biggest lifestyle magazine in Switzerland: Friday.

The digital fashion shoot with an international topmodel could be experienced on a microsite on desktop and mobile. On top, there were a lot more touchpoints than just the microsite: In cooperation with Google we created Rich Media Banners, in which users were able to experience the fully functional microsite. Users shoot via screen in high-res and real-time. Any of the 6300 video frames (altogether 9 different posing videos) was a potential cover picture. The individual created magazine covers could be shared via social media channels. Besides, the microsite was pushed by preroll ads.

For Samsung the “ALPHA Cover Shoot” was a case that attracted international attention. For Samsung Switzerland it was the first encounter with the fashion community - and it wowed the target group.

More than 28.000 ALPHA covers in two-weeks. 200.000 visits on our microsite with an average of 4.5 minutes time spent, 112.000 interactions through Google Rich Media Banners, 175.000 engagements on Facebook and Earned media contacts worth 1.8 million Swiss francs. The banners were featured in the Google Rich Media Gallery.

With the ALPHA Cover Shoot, users experienced a fashion shoot on a new level.