Samsung: Galaxy S4 Launch Event (Strategy)

Overview : Objectives

Build interest, excitement and sales for the new Samsung Galaxy S4 with Sprint employees

Deliver an innovative, fun, experiential event aligned with the GS4’s KSPs to build talk-value and mindshare

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Primary: Sprint employees Secondary: Employees of other companies on campus

Overview : Audience

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Venue: Winter Garden Sprint HQ, Kansas City Time: 10am-2pm

Overview : Location + Time

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Concept #1

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The Samsung Galaxy S 4 unites imagination and innovation. Flip through your photos and get a preview of each shot just by hovering your finger. Read an article even if your hands are full. It’s amazing in a whole new way.

Concept # 1 :: World’s Fair – Featuring Samsung Nation

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As Sprint employees and other business professionals enter the Winter Garden, they step into the world of Samsung. A world where imagination is unlimited and innovation delivers what you never knew was possible. In a Samsung World Fair environment, three pavilions comprise the Galaxy S 4 Nation, capitalizing on the rich history of the World’s Fair as a venue for branding nations and unveiling inventions. And the Samsung World’s Fair has the invention of all inventions to reveal... The Next Big Thing. Ambassadors from the S 4 Nation welcome attendees with a map of the pavilions, raffle tickets, a T-shirt, and a bounce back offer to “Join the S 4 Nation” at the Sprint retail store on campus.

Concept # 1 :: World’s Fair – Featuring the S 4 Nation

Pavilion #1 In the S 4 Nation – “Every Moment is Beautiful” Features: Dual Capture, Drama Shot, Eraser, Live Filters, Story Album Premise: With a 13 MP camera, 5” 1080p display and custom shooting modes—the S 4 makes every moment beautiful.


Detail: •  A high-energy, professional on-set photo shoot

is taking place. The camera is…not your typical DSLR, but rather an S 4—the only smartphone with the right set of tools and features to make every moment beautiful.

•  A photographer is taking shots, both of S 4 Nation models, and attendees, demonstrating Dual Capture and – naturally – Drama Shot. As frames are captured, he shares images with his assistant, displaying them on a big screen.

•  As pictures are displayed, the assistant performs touch ups, erasing unwanted elements and applying live filters to capture the mood.

•  Story albums are on the table next to the assistant showing how a printed photo book can be delivered right to your door.

•  Some of the better photos are printed large format to show stunning image quality. Reps are ready with demo phones to answer questions and interact with attendees.

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Pavilion #2 In the S 4 Nation – “Anything is Possible” Feature: Air View, Smart Pause, Smart Scroll, Air Gesture, WatchON, Samsung Hub Premise: With features that allow you to do things you never knew were possible, the Samsung Galaxy G S 4 is amazing in a whole new way.


Detail: •  An MC hypes the crowd, teasing the reveal of

new features so amazing, you’ll have to see them to believe them. He asks the audience to “imagine if you will” a phone so in sync with your every desire—that a simple wave of your hand, or hover of your finger is enough to command it to do your bidding.

•  As he proceeds through the scripted presentation,

he engages members of the audience, asking them to come onstage to experience The Next Big Thing, as he demonstrates features including Air View, Smart Pause, Smart Scroll and Air Gesture—a large screen providing close-up shots of the action.

•  “But wait, there’s more!” The camera zooms in on

the screen, as he walks the audience through Samsung Hub. Then points the phone at a flatscreen TV, turning it on and browsing content from his custom TV guide using WatchON.

•  Reps are at high-boy tables ready with demo phones to answer questions and interact with attendees.

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Pavilion #3 In the S 4 Nation – “Wishes Come True” Feature: Multi-window, SAFE and Knox, Polaris Premise: Designed to make the little things easier—the Samsung Galaxy S 4 does all the things you always wished your phone could do.


Detail:

•  Join our moderator “Gene E. Galaxy” as he walks a panel of Samsung “Imagineers” through a series of questions revealing how the S 4 unites innovation and imagination to make your wishes come true.

•  Learn how Samsung is breaking the rules, with a phone that allows you to do things you never thought possible—like using two apps side by side, editing documents on your phone, or working without worry on your office network.

•  Planted reps, disguised as audience members, ask pointed questions, creating new opportunities to showcase the unique KSPs of the S 4.

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Other activities will complement the stations, including:

•  Themed expo food from “Around the World of Samsung” •  A raffle every 30 minutes for a Samsung tablet or G S 4 •  On-site engraving for device winners FMRs will be on hand to demo phones throughout the crowd


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Concept #2

The Samsung Galaxy S 4 does what you want and what you didn’t know was even possible. Control your TV right from your phone and watch what you love when you want. Preview photos and files or read a news article without ever touching the screen. Magic? Kind of.

Concept #2 :: It’s Magic

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As Sprint employees and other business professionals enter the Winter Garden, they are surrounded by vivid lighting and theatric backdrops, teasing the spectacular events about to take place.

A variety of stations are set up, all designed to perform “feats of wonderment”– just like the Samsung Galaxy S 4

Each station is themed around a unique type of magic—with each trick, illusion, or act inviting the audience to experience the magic of the S 4. As attendees arrive, they are greeted by magician’s assistants and given a welcome “magic kit” containing themed branded giveaways, raffle tickets and a bounce-back offer to the Sprint retail store on campus. 14


Station #1 “Disappearing Act” Feature: Eraser, Dual Capture & Story Album Premise: Background distractions and limitations disappear, with the magic of the Samsung Galaxy S 4’s advanced 13 MP camera.

Detail: •  Green screens are set up, featuring backgrounds

from fun, irreverent locales. Always wanted to run with the bulls in Pamplona? Now is your chance. Attendees move in for the shot, taken with the S 4, but right as it’s captured….PHOTOBOMB. No problem, the S 4 has you covered.

•  Staff then takes the opportunity to demo how the

eraser feature can make it disappear, with one touch. Branded photo souvenirs are printed on the spot.

•  Also being demonstrated is how the dual capture feature makes limitations disappear- nobody around to take that shot of you with the bulls? Watch how easy it is to take the picture and put yourself in the shot.

•  Sample story albums are on site, showcasing how easy it is to catch any moment, keep every memory with the S 4.

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Station #2 “The Mindreader” Feature: All Premise: The Galaxy S 4 gets to know you so well that it can even read your mind. Finally, a phone things the way they should be done – your way.

Detail: •  Cocktail tables are strategically placed around a

raised stage where a mentalist asks leading questions to audience members, revealing the KSPs of the S 4 along the way. “I’m sensing that recently you missed a call while you were driving…because you didn’t have Air Gesture.”

•  Reps are positioned at the tables with S 4s in their hands. At key points during the 10 minute routine, the mentalists telepathically “projects” his thoughts to a demo S4—which lights up on cue with a text message revelation. In between, reps perform demos for curious audience members.

•  As attendees filter in and out, hors d’oeuvres are

passed, encouraging them to stay and learn more about the things they wanted and didn’t even know were possible.

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Station #3 “Soothsayer”

Feature: WatchON & Samsung Hub Premise: With a custom TV guide designed just for you, the Galaxy S 4 knows what you want to watch, even before you know.

Detail •  Large screens set the stage for a card trick of

galactic proportions. As participants step up to meet the soothsayer, they are asked to draw a card. Each card is Samsung branded on one side, while the other side features screenshots from various amazing titles offered through Samsung Hub, within the screen of the S 4.

•  Attendees will be asked to think about what’s on their card and…like magic…the soothsayer will make it appear on the big screen, because he knows what you want to watch- just like the Galaxy S 4.

•  There is an area where reps are demonstrating the ease of WatchON and finding movies, shows, music and e-books on Samsung Hub.

•  The branded cards will serve as takeaways, and nearby card tables will serve up food to the players.

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Station #4 “The Levitator”

Feature: Air View, Air Gesture & Smart Scroll Premise: Unite imagination and innovation. Make things hover above the screen of your S4 as you wish. Command your S4 with a simple wave of your wand hand.

Detail: •  A surface-like display features a large, interactive

Galaxy S 4. A skilled magician performs a breathtaking feat—appearing to make the image of a coin displayed on the screen levitate, hovering over the screen.

•  With a gesture, he moves it from side to side—

both in the air and on the surface of the S 4.

•  As a follow up act, he pulls a chain of kerchiefs straight out of the screen.

•  As his final act, he holds a beautiful S 4 in his hand, it’s screen a perfect reflection of the screen on the surface display. He tilts the S 4 and like magic, the screen changes on the surface display as well.

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Station #5 “The Illusionist” Feature: Multi-Window Premise: The S4 gives you twice as much fun. With Multi-Window, you can easily split screens in two, so you can do the things you’ve always wished your phone would do.

Detail: •  It’s an illusion that will crack you up…literally.

Step into the magicians box in front of the green screen, and watch on a giant overhead display as the illusionist cuts you into two pieces!

•  Overhead, a large screen displays the original image, with the stage set for the trick. The illusionist begins sawing and POOF…one image becomes two. The two halves framed contextually inside of multi-windows on the S4 with a Facebook photo post in one and an MMS in the other saying “Now I’m twice as awesome, thanks to the S 4!”

•  Snacks will be provided nearby…in twos.

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Other activities will complement the stations, including:

•  Themed food and street magic performers around the venue •  Giveaways of Samsung-branded magic-themed swag •  A raffle every 30 minutes for a Samsung tablet or G S 4 •  On-site engraving for device winners FMRs will be on hand to demo phones throughout the crowd

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Concept #3

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The Samsung Galaxy S® 4 does the things you always wished your phone could do. Skip channel surfing and change the TV channel right from your phone. Use one screen to check Facebook® as you catch up on email. Do things the way they should be done—your way.

Concept #3 :: The Great Leap

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As Sprint employees and other business professionals enter the Winter Garden, they are transported to a whole new reality. A reality where your phone does what you always wished it would do—because it’s a Samsung Galaxy S 4, and it does things the way they should be done. Your way. It’s a great leap forward, and the experience of getting to that place should feel the same. They step into a portal-like environment, dry ice enveloping them as they pass through—to another Galaxy. Arriving in the Samsung S 4 Galaxy, they are greeted by crew members and given a “Guide to the Galaxy” welcome kit containing branded giveaways, raffle tickets and a bounce-back offer to the Sprint retail store on campus. They’ll be introduced to three realms in the Samsung S 4 Galaxy, demonstrating how the S 4 smartphone takes “smart” to a new dimension.


S 4 Realm #1 Visit a realm that offers – “Cosmic Images at Out-of-this World Quality” Features: Dual Capture, Eraser, Drama Shot, Live Filters, Story Album Premise: With a 13 MP camera, custom filters and live animations—the S 4 bends time and reality in breathtaking detail.


Detail: •  Three photo backdrops featuring cosmic scenes

are set up for attendees to capture this moment in time and space.

•  Space-themed costumes and props are available

for photo shoots- taken by reps as well as by attendees using Dual Capture mode.

•  The backdrops, by design, include elements that can leveraged to easily showcase the Eraser and Live Filter features.

•  “Story Albums” are on the table next to the assistant showing how a printed photo book can be delivered right to your door.

•  Reps are ready with demo phones to highlight Drama Shot, answer questions and interact with attendees.

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Realm #2 Visit a realm that offers – “Instant Blast-Off Entertainment at Zero Gravity”

Feature: Air View, Smart Pause, Smart Scroll, Air Gesture, WatchON, Samsung Hub Premise: Loaded with high-octane entertainment ready to take off at any moment, the S 4 is geared for a good time.


Detail: •  A high-tech Mission Control station sets the

stage for a journey into a new dimension of responsiveness.

•  Crew member reps instruct galactic travelers to strap in and take the controls, steering the S 4 into new territory.

•  Large screens capture the action up close as

travelers grab the gears of the S 4 and get ready for take off. At zero gravity—their fingers float over the screen of the S 4 as they perform essential functions using Air View, Smart Scroll, Air Gesture and Smart Pause.

•  Demo stations showcase the S 4 appearing to

float at Zero G, with its Commander nearby to answer questions.

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Realm #3: Visit a realm that offers – “Space Landing at Destination Possible” Feature: Multi-window, SAFE and Knox, Polaris Premise: Breaking all the rules – the Samsung GS 4 creates order from chaos when your worlds collide.


Detail: •  Unlike splitting an atom, when the G S4 screen is

split in half, the results are far from random…order is created from chaos.

•  A “Speed of Light” contest encourages attendees

to perform a challenge for prizes. S 4’s are displayed side by side on pedestals with monitors above them for easy spectator viewing.

•  The challenge? How fast they can split the screen

in two, and perform dual tasks. On one side of the screen they must open a custom app that reviews KSPs and asks questions about multi-window, SAFE, Knox and Polaris.

•  On the adjacent screen, they must access the custom Twitter feed and provide correct answers. All contestants get space swag for participating.

•  Crew members are on hand to demo phones,

answer questions and interact with attendees.

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Other activities will compliment the stations, including:

•  Themed food from out-of-this-world •  A raffle every 30 minutes for a Samsung tablet or G S 4 •  On-site engraving for device winners FMRs will be on hand to demo phones throughout the crowd


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Samsung: Galaxy S4 Launch Event (Strategy)

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Transcript of Samsung: Galaxy S4 Launch Event (Strategy)