In August 2018, Samsung announced a new global partnership between the Galaxy Note9, the brand’s flagship equipment, and Fortnite, as it was their belief that the best videogames need the best technical performance in order for their players to have the best gaming experience possible.

In order to promote and generate buzz around this partnership, and the release of its new state-of-the-art smartphone in Portugal, we realized we had to pursue a groundbreaking activation campaign, as Millennials and Generation Z (the generations which this partnership aims at) are extremely demanding and vocal regarding what pleases or displeases them.

The creativity was held not only on the social platform chosen, but what really made this campaign unique was the complicity and genuine interaction between the streamers selected, as they are friends in real life and regularly stream together. Choosing an already existing squad gave us more credibility while communicating not only this product, but also the partnership and the insertion into each of the streamers’ community.

We decided to activate three major Portuguese streamers and have them play Fortnite on a Samsung Galaxy Note9. The chosen ones were ImpaktTV (who had a Note8 before we offered him the new model), Darkzonee (the only Portuguese streamer who has a job, and this phone would help him conciliate both activities), and MoraisHD (a streaming star, who has been unemployed for 6 months and decided to become a streamer right after he lost his job).

In order to have a great impact while fulfilling our goal, we entered a groundbreaking field which is still relatively new to brands: the world of Gaming. In a different way which is starting to be explored, streamers are the new era influencers.

But there was another important decision to make: what is the ideal platform to distribute this content? Facebook is full of advertisement, Instagram is overcrowded with influencers, and YouTube content producers are unhappy with monetization. We needed to leverage on a different, disruptive platform, where brands weren’t operating yet, and that’s why we picked Twitch, the live streaming social platform that is the real deal in the Gaming World! A place where these streamers could showcase the technical power of the Note9, and how it felt to play the world’s most popular game on mobile.

On August 10th, a day after the World Presentation of the Galaxy Note9, these streamers performed a live unboxing of the Note9 on Twitch, showcased all the phone’s features in a natural manner, responded to community questions towards the smartphone, and talked about how the technical capabilities of the terminal can best be applied into playing Fortnite. There were also matches and interactions on Twitch between these three streamers, which drew an extensive audience and sense of gratitude towards the brand, given that no major player had entered those communities and showed support to the content creators.

This simple activation gave the best results and feedback. More than just targeting the Gaming consumers and followers communities, we were also able to attract dozens of top tier YouTube influencers (some already represented under Samsung’s direct competition) who are now asking us to be a part of this movement and asking the brand for partnership opportunities.

The social buzz filled the metrics with an overflowing positive sentiment towards the brand for supporting a real community with real leaders. With this campaign we achieved: 76,635 impressions, 15,839 viewers, 2,243 unique chatters, and over 6,700 engagements with positive sentiment.

All of this in a single day.