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Special Project

Special Project
From the 16th Annual Shorty Awards

Samsung Galaxy: The Ultimate Unboxing

Finalist in Other Platform Partnership

Bronze Honor in Branded Content


Samsung’s objective was to reach Gen Z mobile gamers and raise their awareness of our new, superior mobile gaming devices: the Galaxy Z Fold5 and Galaxy Tab S9+. We needed to make the case for each device's unique and superior features by showing how they level up mobile gameplay.

Strategy and Execution

Samsung’s strategy was to launch a unique livestream unboxing challenge with some of the biggest mobile gamers. We partnered with Twitch and created the Samsung Galaxy Level Up Box, a multilevel crate containing the Z Fold5 and Tab S9+.

We sent the box to four top Twitch streamers, each streamer receiving a custom-made Level Up box that was inspired by their gaming profile. We challenged them to unlock each level until they reached our hidden devices, using the help of their fans and followers along the way.

By personalizing the boxes and turning a typical, otherwise uneventful, unboxing into an interactive and fun challenge, our strategy and execution were uniquely devised to engage Gen Z mobile gamers in a memorable and effective way.


Samsung’s unboxing event over-performed target metrics and far surpassed expectations. We achieved 1.4 million views, more than four times the target, and total social media reach of 5.8 million followers. The Level Up Box challenge and the in-action demo of our Galaxy Z Fold5 and Galaxy Tab S9+ were so interactive and engaging that we garnered 12,000 live chats, double our target.


Video for Samsung Galaxy: The Ultimate Unboxing

Entrant Company / Organization Name

tms, Samsung Electronics America