Samsung tells CMW how it leveraged the new Galaxy S20 to livestream for its first Unpacked of the decade.
In a world-first, global electronics brand Samsung used its own Galaxy S20 mobile devices to livestream an entire launch.
Seoul-based marketing agency Cheil Worldwide brought the Galaxy Unpacked launch to San Francisco’s Palace of Fine Arts, 11 February, where the brand unveiled its Galaxy S20, Galaxy S20+, Galaxy S20 Ultra, Galaxy Z Flip and Galaxy Buds+ devices.
The entire #withGalaxy event was captured using the new series of smartphones designed to change the way content is captured, with broadcast grade software and hardware on a Samsung device.
“We shifted our livestream experience from one that utilised studio cameras to mobile devices to reflect millennials’ dynamic lifestyle,” explained Hyunmin Lee, Show Director at Cheil.
Asked about the importance and power of live events in Samsung’s marketing strategy, Hyunmin Lee added: “Samsung opts for premium, award-winning live events to launch its devices because it enables audiences to see, hear and touch the new products first-hand. Meanwhile clear, crisp livestreams immerse virtual audiences in the experiences, so they too feel as though they are physically there. While often the focal point, live events always form part of integrated marketing strategies spanning platforms such as social, TVC and out-of-home.”
“Millennials are a tech-savvy demographic who utilise their smartphones on the go and rely on them to fulfil all manner of tasks day in, day out,” said Bomi Lee, Livestream Producer at Cheil.
“It is a great achievement by many people. Over the last five months, from September to February, we were faced with numerous technical challenges. While not one of them was easy to tackle, our combined efforts as a team resulted in a seamlessly produced livestream and successful launch event overall,” added John Jeon, Show Technical Director at Cheil.
In terms of insight into the kind of livestream challenges faced, Boma Lee told CMW: “The team needed to develop a custom hardware and integration solution whereby our various camera rigs – steadicam, pole, rail, Jib, and shoulder – could be adjusted to accommodate the Galaxy S20 devices securely. Secondly, smartphone devices by their very nature are engineered to capture images and video and store them internally. It was essential we get the live video out directly and integrate that signal with our switching and transmission equipment. Combined efforts meant we were able to overcome these challenges in creative and effective ways.
Event highlights included the announcement of partnerships with Netflix – Samsung’s exclusive partner for mobile entertainment, and Thom Browne, which showcased that high fashion and high-tech go hand in hand.
On conclusion of the launch, guests explored an experience zone where they could test out the all-new devices.
The launch livestream, livestream replay and livestream highlights reel have secured 55 million views and climbing.