Making it the most viewed Samsung X NIP content ever.
That's a fair few gamers seeing the Samsung brand!
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As part of their sponsorship of major esports org Ninjas in Pyjamas, Samsung wanted to capitalise on the hype surrounding the PGL Major in October 2021, with the specific intention of giving back to gaming-mad Samsung customers.After seeing some of our work with Ninjas in Pyjamas themselves, Samsung got in touch with AND THE NEW to create a memorable experience for some lucky individuals.
Filmed across two days in Samsung's Stockholm store, we approached customers who'd heard of either Ninjas in Pyjamas or CS:GO (the title played at The Major) and asked them the series of questions - all of which had varying levels of success!
As fate would have it, in the final hour of the shoot we found our winner, who answered the most amount of questions correctly in the least amount of time.
We then followed that winner and their family for their day at The Major, capturing all the best moments from the goodie bag giveaway to the moment the teams entered the arenas for the semi-finals.
Supplemented by effective distribution across Samsung and Ninjas in Pyjamas paid, owned and earned channels, it became the most viewed and engaged piece of Samsung partnership content since the mobile and handset giant collaborated with the legendary Swedish org.
After discussing Samsung's complete objectives for this campaign, AND THE NEW worked with Ninjas in Pyjamas to create a unique partner package for a day at The Major in Stockholm - one of the first events to host a LAN tournament post-pandemic.
With Ninjas in Pyjamas also Stockholm based and celebrating an iconic tournament on home turf, we wanted to keep a 'local' feel to the campaign, and set about a surprise-and-delight type activation in Samsung's Stockholm store.
Quizzing Ninjas in Pyjamas and general esports and gaming fans in store, people who answered a set amount of gaming related questions correctly in the least amount of time would, unbeknown to them, win a VIP day out to visit the NIP offices and The Major at Stockholm's Globen Arena.