Great experiential marketing: Samsung’s sleek launch parties

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Samsung hosted a series of hands-on launch parties for its latest smartphones, the Galaxy S6 and the Galaxy S6 Edge in Los Angeles and New York this April. 

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Guests could experiment with the devices in sleek environments inspired by the phone’s design.

The spaces were decked out in a predominantly black, white, and grey colour palette with metallic textures, and jewel-toned lighting evocative of the S6’s screen.

But of course Samsung went a lot further than just mere nods to the phone’s design. Each event kicked off with a dinner that was cleverly orchestrated to get a select group of influencers to interact with the phones.

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Guests found Samsung phones where place cards would be on a mirrored table. They had to use the devices to order dinner prepared by top chefs.

In addition to the custom-made dinners, guests learned about the S6 in mirrored, cube-shaped pods that highlighted its standout features. The interior featured streaming digital graphics for a high-tech feel, and brand ambassadors were on hand to demonstrate perks like the S6’s wireless charging and photo-taking capabilities.

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Finishing off the nights, Samsung treated guests to sets by Disclosure in New York and Chromeo in Los Angeles.

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Author bio

GLOBAL BUSINESS DIRECTOR

With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.