Samsung Share to Go

Campaign details

Advertiser: Samsung Telecommunications America
Agency: Razorfish
Category: Innovation
Region: NA

Strategy

The Samsung "Share to Go" campaign was designed to promote the unique mobile sharing capabilities of Galaxy SIII smartphones, which allow you to tap two phones together to share content instantly via NFC technology. Our media replicated that behavior by inviting Galaxy SIII owners to do something no other phone owners could do: walk up to a poster or kiosk, hold their phone against it and download free content.

We were also tasked with building brand loyalty – which we did by rewarding GSIII owners and, at the same time, creating awareness and envy among non-owners. By converging traditional media and emerging mobile technology we reinvented NFC as a location-based mobile content delivery tool and changed the face of out-of-home.