Black Friday is the biggest highlight in Samsung's promotional calendar. However, the overbearing presence of major e-retailers leads many customers to ignore brand stores, ultimately resulting in Samsung losing a substantial portion of its profit margins.

How can Samsung increase customer traffic to its own online store and capture a greater market share on the busiest shopping day of the year?

The task was to drive consumers in the age group of Millennials and GenZ to Samsung.com, grab market share from big e-retailers and raise subscriptions for the Samsung loyalty program.

We turned shoppers into gamers and let them play to level up their deals. Additional discounts could be earned online and on retro arcade machines in large shopping malls and redeemed immediately in the online store.

Whether they played games on computers, smartphones, or even retro arcade machines in large shopping malls — gamers benefited directly from discounts on Samsung.com. In addition to receiving better deals and loyalty program bonus points, they also had the chance to win free products on Black Friday.

Thanks to gamification, Samsung's online store was able to regain market share from major e-retailers on Black Friday.

The strategy was a digital and social strategy where “game” became the hook to increase the levels of awareness and participation for consumers in the age group of Millenials and GenZ in the journey towards the e-shop.

Over the course of the 14-day Black Weeks campaign, we seamlessly integrated the games along with the Black Weeks offers in the Samsung online shop.

Five games were launched one after the other and could be played on PCs and mobile devices and even on retro-arcade machines in shopping malls to boost the conversion rate.

Five custom-made games inspired by the golden era of arcade games, but in which Samsung products played the role of the hero, became the hook to increase the levels of awareness and participation in the journey toward the e-shop.

Over the course of the 14-day Black Weeks campaign (from 15. to 28. November 2022), we seamlessly integrated the games along with the Black Weeks offers in the Samsung online shop. No matter whether shoppers played on computers at home, on smartphones on the go, or on retro arcade machines – we let them benefit directly from additional discounts on Samsung.com

The campaign ran in 16 countries across Europe. The games could be played on computers at home, on smartphones on the go, and on retro arcade machines in large shopping malls.

Thanks to our games, we cracked our highest score to date and achieved the most successful Black Friday for Samsung in Germany. The campaign even captivated 750,000 players in 16 countries across Europe. It demonstrated that the Samsung Brand Store was able to reclaim market share from large e-retailers on the busiest shopping day of the year - all because we gave our customers the opportunity to increase their deals through gamification.

Compared to the previous year, the campaign reached:

37% increase in page visits

400% higher conversion rate

20% higher revenue

24% more orders

649% increase in registrations for Samsung’s loyalty program