Wednesday, June 20 and Thursday, June 21 marked the North American launch of the Samsung Galaxy S III phone. In New York one day and Los Angeles the next, Caravents worked with partner agency PMK*BNC to execute a multi-day, multi-faceted, multi-coast event series that embodied the excitement of Samsung’s newest release!
The events kicked off in New York on Wednesday morning with a series of press conferences. Top media guests entered an immersive “Tunnel of Frustration” leading into interactive world that brought to life the connective ease of the Samsung Galaxy S III. Samsung Telecommunications America President Dale Sohn and Chief Marketing Officer Todd Pendleton addressed invited press about the features of the Samsung Galaxy S III, dubbed “The Next Big Thing.”
“The Next Big Thing” later that evening was a full-scale consumer launch party at Skylight Soho with over 700 Samsung fans in attendance. The evening was hosted by starlet Ashley Greene, and featured music by Swedish House Mafia’s Sebastian Ingrosso and a surprise performance by Skrillex!
Guests entered the party through a “Tunnel of Sharing Purgatory,” featuring scenes of the frustration, inefficiency and wasted time on handheld devices before the Samsung Galaxy S III. We were so excited when Bizbash named this tunnel one of their Top Ten new ideas (and provided a full report on the event as well)! We combined, audio, fog, video clips in an immersive, curved tunnel which led guests through familiar “pain points” of mobil technology, and let them out into the cool, blue and totally connected world of Samsung. Once through the tunnel, guests experienced rooms dedicated to select capabilities of the new device. Brand ambassadors were positioned throughout to offer information and sampling opportunities with the new device.
Guests interacted with the Samsung Galaxy S III’s 8 megapixel camera as they posed for photos on a Samsung blue carpet. The photos were displayed on flat screens above the photo booth via Share Shot technology, and uploaded to the Samsung Mobile USA Facebook page. Guests were also shown the “Burst Shot” capability of the phone to take 20 photos in just seconds! We’re always ready for our close-ups…but we do love a feature that allows us 20 quick chances to get that perfect pic!
In the Sports Bar, guests used the device to view sports moments and bloopers while rubbing elbows with NBA greats. The phone was used to select media, which then instantly appeared on Samsung Smart TVs. When guests took a break from the ultimate sports viewing on the Samsung Galaxy S III, they even had the opportunity shoot hoops with NBA stars Walt Frazier and Stephen Curry!
Samsung’s $1.5 million sponsorship of the World Wildlife Federation (WWF) was a highlight of the Group Cast room. Guests raced against one another in an animal location game on the Samsung Galaxy S III; the winner of each Group Cast game adopted the animal, courtesy of a $250 donation by Samsung. All donations were tallied in real time throughout the night and Group Cast onto flat screens.
At the Beam Bar, guests S-Beamed their cocktail and dessert orders to bartenders using device-to-device technology unique to the Samsung Galaxy S III. The bartenders instantly received orders via this Galaxy-to-Galaxy transaction, and filled them immediately. How much do we love this alternative to shouting drink orders at a packed event?
Much fun was had at this successful event, and we were off to execute yet another one the very next day. Wasting no time, we took the early flight from JFK to join our Los Angeles event team for Thursday evening’s soiree!
The Los Angeles launch was a more intimate affair, but with all the glitz, glamor and phone interaction experienced in New York. 150 guests gathered at a private estate in the Hollywood Hills to celebrate the launch, including such VIPs as Dave and Odette Annable, Anna Faris, Ashlee Simpson, Mark Salling, Marisa Tomei, Cat Deeley, Aaron Paul, Ashley Benson, Danny Masterson and Joe Manganiello!
Guests sipped on cocktails and indulged in tray passed appetizers while they interacted with the Samsung Galaxy S III. Whether making a donation to World Wildlife Federation via Group Cast games, sharing photos with friends at interactive device displays, or seamlessly ordering desserts and cocktails at the Beam Bar, guests were given a truly immersive experience with the phone, all on a backdrop of stunning city views.
In addition to the exciting new device, guests were treated to music by DJ Brent Bolthouse, and an acoustic performance by the Alabama Shakes! The who’s who of the Hollywood Hills were out of their VIP tables and onto the dance floor during the lively performance. Some even paused to snap photos of the event and performance on their new Samsung Galaxy S III phones.
We love what we do at Caravents, and couldn’t do it without the incredible team that surrounds us (both inside our office walls and beyond!). Special thanks to Line 8 for all of the fabulous photography featured above, and to our long time partners at R. Jack Balthazar. It couldn’t be done without resident and visiting superstars Kelsey Harlow-Nash, Eric Rutherford, Megan Brenan, Jenner Deal, Michelle Concepcion, the ever reliable Doug Forbes, and of course, partner in life and crime, Lone Outpost’s Sean Weber-Small.
Reporting by: Caila Ball