How Samsung makes the introduction of new devices more playful at in-store events.
"The games gave us something standard activation campaigns never could: a reason to pick up the device and a reason to come back the next day. The leaderboard alone doubled dwell time at the stand."
— Brand Activation Manager, Samsung
Challenge
Samsung launches multiple devices each year. The many new features of these devices need to be introduced to a wide audience. A key part of this challenge is ensuring that potential customers and influencers actually hold the device in their hands and start interacting with it.
Solution
With Refybe, we created several marketing games with fitting themes, such as retro or space (galaxy). These games are optimized for gameplay on Samsung devices. They include a high-score leaderboard that refreshes daily, encouraging participants on location to play the game more often using the device. The games also create an opportunity for store employees to start conversations with participants about the device.
Results
The results across all games have been above average, leading Samsung to include a marketing game element in nearly every activation. This way we are offering a playful way to connect with the target audience.
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