Challenge: The Galaxy S5 is the first Samsung smartphone that is water-resistant. How can we promote this feature with an event? How to involve the audience interactively?

Solution: The «Underwater Selfie Challenge». We surprise people sitting at Lake Zurich and challenge them to jump into the water and take a selfie – underwater. Who succeeds wins the phone.

People literally got activated by our stunt: They got the product in their hands and were called to try it out. Our feature got promoted. As they will never forget their first underwater selfie—they will never forget the water-resistant Samsung Galaxy S5.

It started with the stunt itself and a huge audience live on location. Our core medium was the viral video ad we created from it. The video was hosted on YouTube and spread via social media. In the following, the stunt made it onto the front pages of renowned tech blogs and news sites. Still there were more happy underwater selfies to come: We extended the stunt on our microsite with a competition to win another Galaxy S5. Thousands of people accepted the challenge and shared an incredible amount of pictures. Following that, the hashtag #UNDERWATERSELFIE went viral.

The most successful Swiss viral video ad of 2014 (organic, not paid) ++ More than 1.2 million YouTube views ++ Massive press coverage across all relevant daily news sites, tech blogs, trade media within several days only ++ Not only in Switzerland, but worldwide ++ Thousands of engagements (comments, likes, shares) in social web ++