Samsung isn’t a relevant brand to Gamers.

Although the Brand has developed a number of different products over the years to get their attention, it has never succeeded in its efforts.

The goal was to become a part of the Gamers’ world and be appealing to them because they are one of the segments that spends the most on technology.

This time, Samsung’s breakthrough wasn’t developing a cutting-edge product but instead solving a truly relevant problem Gamers have to deal with when playing.

Samsung developed a snack line specifically designed to improve the gaming experience. Because they aren’t fried and they have no coloring, these snacks don’t get people’s hands greasy which allows Gamers to keep playing without having to stop and wipe their fingers.

Our target audience was obviously Gamers – people who spend a lot of money on technology. Thanks to these Snacks, we were able to connect with them emotionally in a way they find truly relevant.

Samsung partnered with Dos Hermanos – an Argentine brand that produces snacks made primarily out of rice – to develop a snack line specifically designed for Gamers (snacks that aren’t fried nor have added coloring.)

Gaming Snacks were introduced on Twitch, Gamers’ social media platform, and in the most important gaming conventions in Argentina.

They are currently available in different retail stores in Argentina.

Samsung’s main goal with this action wasn’t selling snacks but rather shifting paradigms with regard to Gamers.

In 5 days activation.

+30.000 messeges talking about the product.

+58.000 instagram users saw Duende´s Story

#1° result in Google and Youtube with the query “Gaming Snacks”.

Delivered Impressions during their sessions: 70.338

Complete Views: 45.310

VTR (Complete View): 84%

19% over the average VTR in Twitch.

Only U$S1.000 dollars in media.