Our partnership with Sundance consisted of:

• Samsung Studio – Destination space that demonstrated how Samsung could provide artists with tools to capture their stories and how our technology allows consumers to connect with those stories in new ways. Became the go-to venue for guests to connect, learn and share experiences through lens of Samsung products and services. Samsung also featured daily programming with various partners, allowing those storytellers to connect with our products in personal ways.

• Gear VR Theater – Demonstrated VR, showcased latest VR content, and hosted panels that educated guests on art of storytelling using Gear VR.

• #EmojiAllAccess – Activated to reward Galaxy owners with elevated experiences and special VIP access.

• Samsung Pay – Integration included special discounts at local merchants and free items for Pay users.

• 837 Washington Integration- Creation of artist incubator program with Sundance at 837 throughout the year.

From January 21-25th, Samsung Studio served as central hub for various programming and events, while organically immersing guests into world of Samsung technology.

• Collaborated with Funny or Die to host world-premiere of their first VR comedy short Interrogation

• Gear VR presence at New Frontiers, a Sundance pop-up showcasing cutting-edge, interactive works by independent artists.

• Partnered with Deadline.com to host photo and video studio

• Hosted Samsung Supper Clubs with live performances by Jack Garratt and Aluna George.

• Opened Samsung Café that gave free coffee to Samsung Pay users

• Hosted Level Late Night, opening night kick-off event featuring performance by Diplo

• Exclusive White Glove Lounge for celebrities interested in upgrading or switching to a Samsung

• Studio events presented by key products: Miles Ahead after party presented by Galaxy View, reception for The Intervention cast, Harvey Weinstein Annual Football Championship Screening Party featuring SUHD TVs, etc.

Results:

Net Promoter Score: 71 (target was 30)

Social Media Impressions: 98.8 M

PR Impressions: 42.8 M

PR Placements: 224

Social Engagements: 50,928

Samsung Device Interactions: 26,443

Samsung+ Reach: 20,514

Experiential Attendance: 8,789 consumers

Influencer Interactions: 397

#EmojiAllAccess Entries: 1,269

92% satisfied with their experience at the Samsung Studio

81% (target was 50%) of non-Samsung user respondents indicated intent to purchase.

91% of Owners to recommend Samsung

71% (target was 40%) of attendees had improved perception and better understanding of Samsung brand and products

Along with strong favorability and advocacy for the brand and high likelihood to purchase, over 90% of those surveyed indicate Samsung is innovative, reliable, and cool. The Samsung Studio impressed festival attendees and was viewed as a premiere destination that fused technology and design and an ideal place where content creators could collaborate with each other using Samsung products in a creative, cultural setting.

As a major cultural moment, The Sundance Film Festival presented the brand with an ideal opportunity to create an entirely new, immersive experience for the festival consumer. Through this experiential platform, called the Samsung Studio, we were able to engage festival goers, filmmakers and industry influencers via unique, interactive installations and a series of specialty programming that highlighted the Samsung portfolio of product and content and services in ways that are relevant to how people live and work in today's connected world.

Featured products included Gear VR, Galaxy View, SmartThings and SUHD-TVs, Galaxy S6 edge+, Level headphones, and GearS2.

Samsung’s goal was to power unforgettable and sharable experiences that were relevant to the values and passions of festival attendees. We achieve this bypowering festival operations with organic product integration, demonstrating product superiority through various experiential touchpoints with multiple festival partners, and establishing an interactive and immersive tech playground in order to educate a set of influential consumers to benefits of Samsung products.

For the first time, Samsung became an official partner at the Sundance Film Festival, bringing the Samsung Studio experience to Park City. The main focus was to tell the Samsung open ecosystem story through one-of-a-kind engagements and build a community that fosters “pride-to-own” with industry influencers. Given the significant impact Samsung has made in virtual reality, Sundance also provided the ideal platform to showcase the Gear VR while connecting and collaborating with the best creative minds in the industry.

Objectives:

• Curate an entirely new, immersive consumer experience space that showcases the Samsung ecosystem in relevant and authentic ways while demystifying the Samsung brand.

• Power unique programming opportunities with Samsung technology that sparks an emotional connection between the consumer and the brand.

• Educate the creative community on how Samsung’s latest innovations allow story tellers to create and amplify their unique content.