Samsung: Superstar galaxy on Roblox

Samsung, the Korean consumer electronics manufacturer, drove awareness for a new product and brand relevance among Gen Z with a metaverse-based concert that leveraged a celebrity appearance for earned media coverage.

The Assignment

Tasked to help drive awareness for the Galaxy Z Flip3 smartphone and brand relevancy with Gen Z, the of the leading tastemaker audiences in the world, the Samsung Mobile Experience PR team set out to amplify the reach of Samsung Superstar Galaxy on Roblox, a first of its kind immersive gaming experience that integrates Samsung devices combined with a limited-time concert event featuring international popstar Charli XCX.

Research + Insights

To better engage with Gen Z, we defined a list of priority media that resonate most with this audience as news and lifestyle sources. Our proprietary research identified...

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