Samsung’s objective was to convince mobile gamers to reconsider their devices by positioning the new Galaxy Z Fold5 as the ultimate mobile gaming phone designed for the best gaming experience. We needed to tout the Z Fold5's superior features, all while convincing gamers that mobile gaming is best played on a Samsung Galaxy device.
Samsung’s strategy was to put the new Galaxy Z Fold5 in gamers’ hands and show them what it can do in real time. To do so, we partnered with Supercell, one of the most popular gaming studios, and optimized our device for a variety of their most popular games.
We then launched Galaxy Battles: Superverse, a 7-week live mobile gaming showdown, where gamers competed across all 3 of Supercell’s most popular games. We placed the new Z Fold5 in the hands of the most talented mobile gamers and watched them battle it out on online channels, in a one-of-a-kind experience.
By immersing 3 games of Supercell in a 7-week long tournament, Galaxy Battles: Superverse set out to show how the new Z Fold5 can redefine what mobile gaming is and reshape what a mobile gaming device can do.
Samsung’s strategy and execution were a big success - exceeding expectations, surpassing target metrics, and engaging the gaming community. We reached a global following of 780 million gamers, 93.6% of whom expressed a positive sentiment about our programming. We also achieved 123M impressions, 6.2 times our target, as well as an impressive 6.78% engagement rate, 2.7 times our target.
