Designed to promote the unique mobile sharing capabilities of Galaxy S III smartphones, the Samsung NFC Out Of Home Campaign took a never-been-done-before approach to rewarding GSIII owners, while at the same time creating awareness and envy among non-owners. When a Galaxy S III was held against the posters or kiosk, a free song, video or e-book was downloaded instantly to the phone. Placed in high-traffic locations across country, such as malls, airports, transit stations, cinemas and college campuses, these interactive posters and kiosks caught people on the go and gave them something to do with their phone during 'downtime' moments. The campaign marked a revolution in out of home media and delivered a breakthrough approach to earning consumer loyalty.