Branded activations at music festivals are commonplace in today’s sponsorship lineup, but it takes a new spin on the expected to capture fans’ attention and keep them engaged. To showcase the recently launched Samsung Galaxy Mega and put it in the hands of music and art lovers, Samsung became the exclusive telecom partner of the inaugural Life Is Beautiful Festival in Las Vegas October 26-27, 2013. In addition to online and onsite branding, the partnership was amplified through the Samsung #makeitMEGA activation zone located across from the main stage in a highly trafficked area. Samsung Galaxy Mega took center stage in the form of two sleek device bars. Phones were mounted and preloaded with custom apps which gave fans the opportunity to interact in an organic way and in turn, receive something of personal value. Both apps were built specifically for the Samsung Galaxy Mega and showcased the 6.3 inch HD screen among other features. The first app allowed fans to take a break from the heat to create their own frozen yogurt concoction and place their order by tweeting with #makeitMEGA. The app interface was comprised of six main screens where fans chose their flavor base, fruit or candy toppings, and specified if they wanted to “Make It Mega" by doubling their toppings. Through the app, fans then authenticated their Twitter account and “paid" for their treat by tweeting with #makeitMEGA. Brand ambassador baristas whipped up the custom frozen treats for fans, serving over 850 cups in two days. The second app allowed fans to personalize and print their own Life Is Beautiful t-shirt using the Samsung Galaxy Mega. Fans first chose from one of two illustrations, created by a professional artist specifically for the activation. They then selected the coloration of the design, their t-shirt size, print location and print orientation. Again, fans “paid" for their shirt by tweeting with #makeitMEGA. Over 800 shirts were designed and printed onsite using a one-of-a-kind silkscreen press, mounted on a bicycle. The creation of the custom apps and the seamless integration of the app onto the devices led to an overwhelmingly positive response from consumers. The activation turned the traditional device demonstration on its head and enabled fans to interact with the Samsung Galaxy Mega in an independent way without a brand ambassador taking them through a rote training routine. The sleek and oversized features of the phone were highlighted through the experience, and the social extension through Twitter allowed fans to navigate the device using a familiar platform. The personalized takeaways created from the apps were individually unique, giving each person the creative freedom to determine the outcome of their experience. The intuitive user flow allowed fans young and old to interact with the phones without feeling burdened by new technology. The brief wait time between placing the order and receiving the product encouraged fans to explore the other touch points in the activation zone, including charging stations and a socially enabled gif booth. Once a fan’s order was ready, their Twitter avatar appeared on a large Samsung monitor notifying them that their frozen yogurt or t-shirt was ready for pickup. Over the course of the activation, #makeitMEGA had over 1,500 unique mentions on Twitter, generating over 5.5 million impressions. The activation zone was a fan favorite with many people returning throughout the day and referring their friends to check it out. Biz Bash named it one of the most innovative ideas at the first-year festival and fans agreed, it’s always better to Make It Mega!
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