To get access to the first GS4s in the world, excited fans joined The Smart Phone Line through Facebook and Twitter. Every day we sent the virtual queue new features of the phone.

Fans could jump the line by sharing these features with their social networks. The more their friends shared, liked and re-tweeted the features, the further up the line they moved, and the more our phone and its features got seen.

Broadcast live to a 150ft digital billboard downtown, we turned the virtual queue into a real world, dynamic line and our fans became our media channel.

12,000 people queued for 2 weeks.

They shared 85,000 stories about the phone’s features through their social networks.

The stories reached 3 million newsfeeds.

An organic reach of 15 million.

Media coverage surpassed Samsung’s previous smartphone launch by 165%

The Smart Phone Line received $1.3 million dollars worth of PR and we launched a smartphone to the entire nation thanks entirely to our fans.

Since its launch, Samsung’s smartphone value share grew 12%