We chose to create a never-been-done-before experience at one of America’s most inspired fesitvals, Austin City Limits. We invited two street art super legends, Apexer and Saber, known for their creative bravery and breaking boundaries, to paint a live mural. We then encouraged festival attendees to create on a Note5 alongside the artists, with their art shown digitally within the physical mural. The result: a totally new concept in street art, comprised of an inventive mixture of digital and analog media.

Marrying a global technology brand with the irreverent, grassroots culture of street art, provided a jarring juxtaposition to demonstrate the power of art to both unite, and unleash our creative spirits. We were able to educate consumers about the power of the stylus, through an experience that became a historical first in the world of street art.

Once we landed on this idea, we were able to pinpoint who to target and how to reach potential participants. We emailed owners and deployed push notifications on Samsung devices in Austin, Texas announcing a “tap-to-win” exclusive owner experience. Participating owners were able to gain elevated access to Austin City Limits, a luxurious VIP experience, and a private Samsung block party – creating a brag-worthy, unexpected surprise for Samsung owners, while generating envy among non-owners and one of the hottest social stories out of the festival.

Our live mural, located along the eclectic South Congress strip, drew curious crowds throughout the four-day activation. We were able to capture the entire event in an anthemic hyperlapse video, including the explorative journey of uniting Samsung owners through art and creativity. This event also provided the ability to extend the experience digitally, allowing for a ton of compelling content creation and engagement.

This historical event was a huge hit and helped propel the strongest Samsung Note launch. Ever.

During the event, we scored over 66,000 Note5 interactions with sample devices on hand.

Over 5,000 Samsung owners had 1:1 personal interactions at our Samsung experience and enjoyed enviable VIP treatment. Thousands more watched them feel the love and wanted to know how to get in. We also added almost 4,000 new subscribers to our Samsung tribe of loyal owners. Of those Samsung owners who participated, over 90% had a high measure of engagement and over 90% said they were likely to repurchase Samsung.

The event became the emblem of Samsung originality, innovation and the spirit of creativity. It drove home the fact that the Note5 is still one of a kind.