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Embrace Your Game
Amplify + Samsung welcome gamers to a utopia of play...
Challenge
To deliver an interactive experience that builds preference among passionate gamers and integrates Samsung’s eco-system across smartphones, TVs, monitors, and memory.
Insight + Strategy
Passionate gamers don’t have a preference for Samsung (yet).
To establish Samsung’s credentials in gaming and showcase the One Samsung Gaming Platform, we translated the brand’s key message, “Embrace Your Game”, into an immersive, connected world that provides a home for all types of players to embrace their game.
Welcome to Gamer City at PAX.
Bringing together One Samsung’s capabilities, players were invited to become residents and explore Gamer City. Journeying to different city areas to embrace their gaming with the help of Samsung, stand attendees could free play, win swag, or complete challenges and record their achievements to win prize packs.
Four designated gaming spaces were created across the stand to replicate moments and channels of play for different types of gamers - on public transport, at home, or in the arena - showcasing Samsung’s gaming capabilities across mobile, TV and console gaming.
To incentivise stand participation, PAX attendees were encouraged to enter a lucky draw competition to win the Ultimate Samsung Gaming Pack, which included a Samsung Galaxy Z Fold6, Galaxy Buds3 Pro, 49” Odyssey OLED Monitor and 990 PRO SSD.
In the Mobile Zone, Asphalt 9 gamers were challenged to complete the fastest lap, of which results were tracked on a live leaderboard at the experience’s centre - with one winner per day being announced to receive a Samsung Galaxy S24 Ultra and Galaxy Buds3 Pro.
Across the weekend, Gamer City was home to some of Australia’s top gaming influencers, including Lachlan, Loserfruit & Lazarbeam. Spending their time in a dedicated influencer zone, each talent played along with stand attendees, met their fans in intimate meet & greet opportunities and helped create on-stand excitement across the weekend.
Samsung successfully introduced its gaming ecosystem to a highly engaged audience at PAX Festival.
8,600
attendees
6,000+
competition entries