Iris > Case Studies > Revolutionizing Content Sharing: Samsung's Vertical Gig

Revolutionizing Content Sharing: Samsung's Vertical Gig

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Technology Category
  • Drones - VTOL & VTOL Hybrid Drones
Applicable Industries
  • Retail
Applicable Functions
  • Product Research & Development
About The Customer
The customer in this case is Samsung, a multinational conglomerate known for its wide range of electronic devices, including smartphones. Samsung is recognized for its commitment to innovation and pushing the boundaries of technology. With the launch of Samsung KX in London, the company aimed to create a new destination for culture and innovation. The vertical gig was a part of Samsung's experiential brand marketing strategy, aligning with their brand promise 'Do what you can't' and aiming to inspire people to push their limits.
The Challenge
Samsung was faced with the challenge of launching Samsung KX, their new destination for culture and innovation in London. They wanted to create a unique and memorable experience that would align with their brand promise 'Do what you can't'. The challenge was to create an event that would not only attract attention but also stimulate debate and interest among the Gen Z demographic. The insight that 94% of smartphone users engage with their devices vertically, and 79% find vertical videos the most interesting, presented an opportunity for Samsung to push the boundaries of content sharing.
The Solution
Samsung partnered with pop and R&B star Mabel to create the world's first vertical stage gig. The gig was performed on a stacked three-story stage, towering over nine meters high, providing the audience with the perfect 9:16 shot. This innovative approach allowed all elements of the gig to be seen and heard in a vertical symphony, meeting the constant desire to share instantly across social media. The vertical gig not only celebrated the launch of Samsung KX but also aimed to offer guests a more multi-sensory experience and inspire people to push their limits, discover and learn, via Samsung technology.
Operational Impact
  • The vertical gig was a successful launch event for Samsung KX, creating a unique and memorable experience for attendees. It not only attracted a large audience but also stimulated debate around live music staging conventions, particularly among the Gen Z demographic. The event aligned perfectly with Samsung's brand promise, demonstrating their commitment to doing what others can't. The vertical gig also set a new standard for content sharing, meeting the constant desire for instant sharing across social media. Following the launch, Samsung KX is set to offer guests a more multi-sensory experience, inspiring people to push their limits through Samsung technology.
Quantitative Benefit
  • The vertical gig attracted 2000 people in attendance.
  • The event was designed to cater to the 94% of smartphone users who engage with their devices vertically.
  • The vertical gig also targeted the 79% of users who find vertical videos the most interesting.

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