Samsung

Galaxy Tour

Strategy, Concept, Experiential Installations, Tour

In a Galaxy not so far away

Little Red Robot was approached by Samsung, inviting us to strap onto to their rocket moving at the speed of light to work on delivering their biggest experiential campaign ever.

The goal for Little Red Robot was helping Samsung connect with communities through a tour focusing on technology, art and fitness to promote the launch of its latest Galaxy devices.

The Samsung Experience Tour made stops in a dozen cities across the U.S. and featured murals from local artists, the chance to try out the latest products. Our immersive experiences put Samsung tech in the hands of consumers through experiential tactics that married the physical with the digital world.

The crowd favorite was LRR’s interactive feature promoting health and fitness where visitors could test the new Galaxy Watch Active smart watch, designed to manage physical and mental well-being. Through a dedicated immersive space, the Art of Fitness interactive zone giving visitors the chance to create custom works of art based on their biometric readings, using the Galaxy Watch Active sensors, their body’s energy translated in real-time in front of their eyes with artistic generative effect displayed on a larger than life video wall.

The tour began in New York and made stops, with 5-8 cities live simultaneously at any given time. Stops ranged from days to months with stops including SXSW, Miami, Atlanta, Hollywood, Washington D.C., New York, Indianapolis 500, Brooklyn, Chicago, Philadelphia, Boston and San Francisco. Getting thousands of consumers interacting with Samsung’s latest products with LRR’s experiential tactics on full display.

Process

Figuring out a simultaneous global tour for one of the most ambitious brands of the 21st Century was a challenge but a rewarding one to see our well made plans pay off. The Galaxy Tour required our agency to be firing on all cylinders, working with Samsung on one of their biggest brand experiences of all time, including strategy, spatial design, engineering, custom developed interactive software, build, content, tech support, and being responsible for all locations at all times, including install, live and de-install.

Each location posed its own logistical hurdles, everything needed to be engineered to be modular for shipping and logistics, with the experiences each neatly fitting into what was essentially two shipping containers, ready for transporting by semi-trucks. The modules could be arranged in several variations to deliver the optimal experience for each city.

Result

Thousands of people enjoyed our brand experiences for Samsung which let consumers immerse in culture and play with all the new Galaxy products in an interactive and personalized way – and we also proved to Samsung that we can create huge brand awareness and help them grow within communities with these tactics.