A look at how the tech giant activated at Olympic Park.
Global TOP sponsor Samsung has activations peppered throughout London, including a three-part pop-up to hype its mobile devices staged inside Hyde Park at the downtown London Live fanfest.
The footprint anchor: A sleek glass house-style pop-up featuring four sides of floor-to-ceiling glass. Inside is a euro-design environment housing wide, white lacquer tables filled with Samsung Galaxy S3 phones. (Faux wood floors and metal beams added to the modern design.) Consumers can learn about the phones from brand ambassadors and then demo the devices. And in a move that brings to life the red-hot “transactional experiences” trend, staffers are also selling the devices on-site.
When visitors leave the initial glass structure, they’re led to the rear of the footprint, where a Galaxy Studio area awaited: The family-friendly area targets families and (especially) kids with a photo activation (get your photo taken and printed on a customized “badge) area, scheduled activities (times for all activities were posted on signage and included face painting), and Olympic-themed videogames. An EM fave? The center Studio interactive station, where Samsung has turned a pretty average “demo” table of mobile phones into an electronic doodle station—an ingenious way to get kids to interact with the product. Children draw on the phones and then have the doodles printed out on paper to take with them or hang on a wall in the experience. Samsung emcees also offer Olympic Pin Trading lessons and pin giveaways.
Finally, a third pop-up structure (single expandable pod) serves as a promotional hub for Samsung’s Note and tablet products. The décor and deign mimic that of the front glass structure and feature brand ambassadors giving hands-on demos and offering to help consumers buy product and accessories. Finally, upon exiting the experience, staffers offer to take photos of consumers (with a Samsung device, naturally) and then snail-mail the pix to them (developing fresh direct mail lists must be a top priority for the brand if it’s going to the trouble of collecting full contact info and willing to pay for postage). Consumers type their full address on the device (pushing product trial) in order to complete the engagement. Agency: Cheil Worldwide.