Live music festivals are the ideal place to target Millennials and create an unforgettable moment because if they’re not there to share with their social network, then someone else will. The power of live EDM shows comes from the intertwining of both audio and visual stimuli. So to make it worthy of the Samsung Galaxy S 4, we wanted to create a visual and audio sensory “explosion.”

The power of live EDM shows comes from the intertwining of both audio and visual stimuli. So we designed an exclusive music festival featuring Zedd and made the experience customizable by allowing concertgoers to choreograph fireworks displays from Galaxy S 4 phones.

We created physical stations equipped with Galaxy S 4 devices throughout the festival that were loaded with a specially developed app for the audience to customize the shape and color of each individual pyrotechnic and set them off. They used the Galaxy S 4 to capture photos and share them online with friends.

With the Galaxy S 4 camera’s animated gif feature, concertgoers could easily capture the fireworks in a single photo and truly see the movement. We created an online gallery of all the animated gifs taken.

We also created a music video showcasing Zedd’s performance of “Alive” as he set off pyrotechnics from the phone.

We demonstrated that no other phone could create, capture and share a visual and audio experience quite like the Galaxy S 4. We delivered 6% brand awareness growth among our Millennial audience – a significant increase as Samsung already has a high awareness baseline.

90% of the 3,000+ festival attendees in New York participated in setting off fireworks using the Galaxy S 4 and captured hundreds of pieces of content (pictures, videos, etc). The live stream was viewed by another 2,000 people and we garnered 800+ social mentions utilizing #thenextbigthing hashtag. For a one night only, highly localized event, this was significant digital participation. Plus, the Zedd music video created at the festival has already generated 700,000 video views since its release in July with absolutely no paid media support.