Event Marketing / Staffing

Challenge:

Samsung, the world’s second largest manufacturer of consumer electronics, was looking to spike awareness and trial of its new premium tablet (the Samsung Galaxy Tab S), utilizing non-traditional marketing vehicles to support the launch campaign. The client also wanted to reinforce the product’s positioning as “The World’s Most Entertaining Device” in a way that connected with consumers by highlighting relevant needs and usage occasions.

Solution:

SAGE placed an interim experiential marketing manager who uncovered the insight that people want ways to watch their favorite football teams “live” during times the game may not be shown by stations in their local area, via a lightweight, portable device with a superior screen display.

We then created the Samsung Galaxy Tab S “College Football Rivalry Tour”, setting up experiential marketing activation sites at four college football rivalry games, the SEC Championship Game and the AT&T National Championship Game. Each site included interactive games and prizes to keep fans engaged and promote trial of the new tablet, and coupon cards linked to specific retailer offers to encourage purchase. Program marketing components included:

• Radio

• Digital and Social Media

• Celebrity Endorsement & Autograph Sessions

• On-site Brand Ambassadors

• Promotional Partnership with AT&T

• Creative Design of On-site Activation Elements

• Retailer Offer and Coupon

Result:

Exceeded foot traffic, trial, impressions, interactions and coupon redemption goals by a combined 30%.