Reality Check

Using The Physical World To Market A Virtual Experience

Samsung wanted to market its consumer virtual reality (VR) division to young fans of new technologies. Our digital agency in Los Angeles is in the film production capital of the world — but we wanted an even bigger canvas to advertise and promote this amazing product line in front of audiences.

We collaborated with Lionsgate Films and the premiere of the final film in the The Hunger Games trilogy to deliver exclusive VR content as part of immersive launch and experiential marketing campaign for New York Comic Con.

INSIGHT

Our market research told us the most active demo for the emerging VR market was early adopters and avid social media users. And fans of The Hunger Games were obsessed by the futuristic setting of the movie. So we created that world in New York.

SOLUTION

We projected the film’s iconic “Mockingjay” symbol at night on tall buildings through Manhattan and pushed social media traffic with a custom hashtag. By day we generated buzz with with a street marketing campaign of Mockingjays, chalked on 120 sidewalks throughout the city, in areas with high foot traffic like NYCC, the Apple Store, and Samsung HQ.