The Dunbar Edge Experiment is an interactive, social test that aims to help you find which five friends would be suitable to put on the edge of the Galaxy S6 edge. The test was developed together with Robin Dunbar, professor of evolutionary psychology of Oxford University, who with his years of research within social bondings would supply the theories that would work as a basis for the cinematic scenarios. To give the test gravitas, Professor Dunbar would also be the narrator for the whole experience.

To make the friendship test engaging, we made it social, interactive and cinematic. We wanted the user to feel that he or she was actually being put in the scenario, to prompt the user to give some actual thought as to who he/she would put on the edge. Robin Dunbar would explain his research and then take you through the five scenarios, which were shot using different techniques in order to be able to tell the stories and immerse the user in the experience. The Facebook connection was utilized to further create personal connection to the user.

In the end, the test would summarize your five most trustworthy friends on the edge of the Galaxy S6, and the user was encouraged to share the result with them, before being lead to the Samsung e-commerce site where purchase of the phone was possible.

The campaign site had over 190 000 unique visitors, with an 84% reach in the target audience. Upon seeing the campaign, 30% reported to have searched for more information about the Galaxy S6 and the Galaxy S6 edge. The campaign was perceived to be original, entertaining and shareable. The campaign also strengthened the brand metrics significantly by improving Samsung’s association to high quality, design and most preferred brand.