Samsung at Coachella
The Ask
Get the new Samsung Galaxy S23 Ultra into Gen Z’s hands to show off its superior camera capabilities.
The Insight
With more than 4K celebrities, influencers, artists, and guests attending NYLON House in the Coachella Valley, it was the perfect cultural moment in which to position Samsung’s new flagship device front and center.
The Solution
We collaborated with LA artists Media Pollution to design a Samsung installation at the entrance of NYLON House. As partygoers walked through, they saw themselves projected on screens in videos taken with the S23’s superior Nightography Mode. The Samsung Charging Station allowed guests to power up their devices and experiment with the S23 while they waited. Additionally, Samsung branding decorated the event, appearing behind notable DJs (Carlita, Diplo, Alesso) and celebrities (Jaden Smith, Yara Shahidi, Madison Bailey, Bella Thorne). All of this lived on after the event in a NYLON recap article, TikTok, IG story, and newsletter.
The Results
4B+
Earned Event Press Impressions
50M+
Event Social Impressions
2B+
Samsung Press Impressions
8X
Lift in Brand Affinity for Samsung
