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Samsung Galaxy Fan-made Enhypen Concert

Objective

Samsung aimed to showcase Galaxy S24 Series as an essential tool for fans to capture, share, and amplify their life-defining music moments, enhancing fan loyalty and solidifying the brand's connection to cutting-edge technology. The objectives were to:

Idea

The campaign aimed to empower K-Pop fans by leveraging cutting-edge technology to create a more immersive, interactive, and memorable experience. The strategy revolved around three key pillars:

Empower Fans through Technology: By providing concertgoers with Samsung Galaxy S24 devices, equipped with advanced features like Galaxy AI, Nightography, and Zoom, fans were able to capture and share their experiences in ways never before possible. This transformed every moment into a vibrant, personal celebration of their love for K-Pop.

Break Boundaries, Build Community: The concert was designed to connect fans across the U.S. through immersive IMAX screenings and interactive digital experiences, blurring the lines between the physical and virtual worlds and creating a unified global community.

Co-Create Unforgettable Moments: The concert encouraged fan participation, allowing them to create fan art and surprise performances for Enhypen. The band reciprocated with exclusive songs and interactions, while Samsung Galaxy devices captured iconic moments—such as fan-choreographed performances and selfies with the band—preserving the magic and fostering a deeper connection.

Solution

Live Concert: The event featured a live performance for over 350 passionate fans, integrating Samsung Galaxy S24 into the experience. From the band using Live Translate to engage with the crowd to live fan photoshoots capturing the energy, the concert highlighted how the device seamlessly enhanced fan interactions and brought the experience to life in real-time.

IMAX Experience: This groundbreaking concert marked the first-ever live-streamed K-Pop event in IMAX, offering fans across the U.S. an immersive viewing experience that amplified the emotional energy of Enhypen’s performance. Produced by Hello Sunshine & Good People and directed by Mark Ritchie, the IMAX screening extended the reach of the event, making it accessible to fans who could not attend in person.

Fan Surprise: Fans orchestrated a heartfelt surprise performance for Enhypen, performing a song written by the writers of BTS’s "Butter," complete with fan-choreographed dance moves. This powerful moment, captured on Samsung Galaxy devices, quickly gained traction on social media, highlighting the power of shared fan passion and showcasing the phone’s ability to capture meaningful experiences.

Digital & Social Activation: The excitement surrounding the concert was amplified on social media through the #GalaxyFanMade campaign, with fans sharing their moments and connecting with one another. Samsung and Enhypen’s digital channels further amplified the event, generating millions of impressions and thousands of engagements, broadening the concert’s impact far beyond the physical venue.

Physical Keepsakes: Fans were gifted unique, fan-created merchandise inspired by Enhypen, created by fellow concertgoers. These one-of-a-kind keepsakes symbolized the fans’ deep connection to the event and the larger fan community, creating lasting memories tied to the experience.

Results & Campaign Hightlights

The combination of cutting-edge technology, fan engagement, and immersive experiences made this campaign a standout success. By seamlessly integrating Samsung Galaxy S24 Series into the event, fans were empowered to create, share, and connect in ways that transformed a concert into an unforgettable, community-building experience. The campaign’s digital activations and physical keepsakes ensured that the impact of the event extended well beyond the concert itself, solidifying its place as a landmark moment in K-Pop fan culture.