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Little
Red
Robot

Samsung

Step Challenge

Concept, Interactive, Installation

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Futuristic breakdancing experience

We had the pleasure of working with Samsung on a thrilling new experience to support the Galaxy programming at their premier showcase event, Mobile World Congress in Barcelona, Spain. The product we were asked to market here was the Galaxy Watch Active.

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A fundamental challenge was how to connect with consumers in a huge event with experiences being thrown at them by all the top companies in the world. How could we market both an WOWing experience, that also cleverly marketed Samsung’s only smartwatch offering that was coming to market this year, which was aimed at the fitness and active lifestyle demographic.

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PROCESS
The LRR team had a hair-brained idea that we could create a breakdancing challenge interactive hip-hop instrument that could simulate a workout-like experience that could track steps taken, accomplishments made, calories burned, just like as if you had taken a run or been sweating it out at SoulCycle.
play

We got our hands on an interactive LED floor, that was step sensitive, and hired a breakdancer to lay down some moves. Using the floor as the input device for recording the moves, we then fed these moves into our custom software, and then programmed a futuristic interface for the breakdancing challenge game.

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The best part was as participants interacted with the breakin’ moves they unlocked new beats and created their own remix of the interactive future-retro hip-hop music our friends at AntFood crafted with us.

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RESULT
This is one of Little Red Robot coolest inventions ever. Samsung VPs told us in person how much they loved this experience and how it added such a positive note at this important moment for them.
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They called it the happy machine because each participant would smile the entire time they were doing the experience.