Case Study

Street Marketing And NYC Skyscrapers

Social Marketing, Technology

Samsung and Lionsgate logos

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.


Promote the launch Samsung’s consumer VR division and build buzz for the final installment of Lionsgate’s largest franchise.


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.


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.

virtual reality (VR) goggles with The Hunger Games for Samsung and Lionsgate by experience marketing agency Upper Diamond


The campaign was a multimedia marketing phenomenon! Even audiences unfamiliar with the movie stopped and reacted to what they saw — and shared their experiences on social media — and visited Samsung’s website to find out more.

Our pairing of cutting-edge technology and a futuristic movie blockbuster movie franchise — with high-tech digital projection and low-tech street marketing — drew audiences to co-branded events with GQ, Teen Vogue, Maxim, MTV News, US Weekly, and more.

Product Interactions
Cars Driving by Projections
People Walking by Projections

Samsung behind-the-scenes build out

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