Samsung Galaxy S6 phone launch

#S6Lineup campaign (microsite, social, banners, eblasts) & digital installation in Yonge-Dundas Square

For the launch of the Galaxy S6, Samsung's most important phone launch to-date, we got Canadians to line up for the phone in a different way. Participants, through a microsite, virtually ‘got in line’ by uploading their profile picture, selecting an avatar body and linking their social accounts.

We created and posted content about the phone under #S6Lineup and participants moved up in line by sharing that content or creating their own. Vying for the top 6 spots, the winners got the first S6 devices in Canada, with the grand prize of an all-expenses trip to the Stanley Cup Playoffs. 

They top 50 were displayed on a specially constructed 80-foot long LED board set up in Toronto's Yonge-Dundas Square. Digital screens in Toronto, Vancouver, and Montreal also broadcast the top six avatars and information about the contest. 

The avatars were responsive to the time of day, whether music was playing in the square, and weather. When music was playing, avatars danced. When it rained, they opened up umbrellas. And when it was night time, they pulled out sleeping bags and camping chairs to rest. 

Featured on Breakfast Television, in Globe & Mail and Strategy.

Copywriter: Eva Feldmann  |  Production: six01 & wrightXM