Case Studies of Excellence

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2016 Fab

Case Studies

Of Excellence CONTACT INFO

MATT IACONE experiences [email protected] CAMPAIGN: BLIZZCON 610-859-7300 CLIENT: SAMSUNG VISITVISUAL.COM EXHIBIT BUILDER: VISUAL COMMUNICATIONS

hen you wage war across the galaxy, you want quality and speed on your side. Passionate fans of games such as World of Warcraft and StarCraftW descended on BlizzCon, a trade show run by Blizzard Entertainment, in search of such power. They found it at the Samsung exhibit. In this world of creativity, innovation and technology, it made perfect sense for Samsung to have a presence. Samsung enlisted Visual’s help to design an exciting environment to display cutting edge products, connect with gamers and create brand buzz in their 30 X 30 exhibit space. In an effort to maximize SSD and monitor brand exposure while demonstrating Samsung’s dedication to the fun loving, competitive gaming community, Visual, along with Samsung and their agency, developed a multi-tiered exhibit experience. First, we created a sleek, dynamic exhibit, which drew attendees to the Samsung display while piquing their interest in Samsung products. The design provided an open floor plan that let gamers explore the seamlessly integrated products and interactive stations at their own pace. #SAMSUNGGAMER was omnipresent in the space. The custom hashtag encouraged participation in the social media sweepstakes and reinforced the message ‘if you are a true gamer you should be using Samsung products’. A highlight of the exhibit was VICTO, an eight-foot robot whose torso is a giant Samsung SSD (solid state drive.) The variety of handicaps- no keyboard, minimum mouse and scroll character was developed by Samsung to highlight its 3D speed and more – to add to the fun. The best player of each V-NAND technology. Visitors had their photos taken with VICTO. session won a Samsung product, had their photo taken with Then they were emailed the photo with additional V-NAND CatZ and posted it on social media. Only one player over the branding. They were encouraged to share on social media with course of the show beat the pro. #SAMSUNGGAMER #SWEEPSTAKES for a chance to win one of CatZ and Alex have a considerable following on social media 10 daily Samsung prizes. and tweeted prior to and throughout the show to promote their Another focal point of the exhibit was the Play the Pro presence at the Samsung booth at BlizzCon. Social media was Challenge. At scheduled times throughout the day, attendees key to extending the brand beyond the show. could throw their hat in the ring to compete against CatZ, one The targeted goal for impressions of #SAMSUNGGAMER was of the most well known and liked StarCraft II players in North 500,000. We received over 52 million! America. We hired Alex Rodriguez, an esports host, SC2 expert Visual was thrilled to have spearheaded this collaborative and past Blizzard Championship host to moderate. process, coordinating multiple teams to execute a cohesive To even the playing field a bit, CatZ played with one of a solution for Samsung at BlizzCon. n