Samsung x Netflix Tidelands Technology Samsung Australia
Samsung wanted to engage Millennial women who are not customers – an audience that is hard to engage for a tech brand, and to make current customers feel proud to be associated with the brand and to own one of their products.
Millennial women are notoriously entertainment junkies, spending more time on Netflix than on any other platform, including Facebook, and they are always after something new to watch and talk about with their friends.
We partnered with Netflix, one of the most loved brands amongst millennials, to bring Australian users exclusive access to Tidelands, the first Australian Netflix Original.
We used the compelling underwater creative themes of Tidelands to create an engaging promotional campaign that rewarded existing Samsung customers and drove brand interest among non-customers. A fully immersive, mobile-first, augmented reality experience created a stunning submerged world for users to ‘dive in’ while joining a treasure hunt.
Aussies engaged with the Tidelands Facebook Messenger chatbot on their mobile device, where they could trigger the Messenger camera to be placed in the AR underwater scene.
From there, they could search the world for broken pottery pieces used to reconstruct a mysterious vase for the chance to win Samsung and Netflix prizes every day.
Reaching the target audience
The campaign reached 2.75M Australian Millennial women.
Players loved the game
Over 3 in 5 users played with the augmented reality game multiple times, exploring the underwater world for over 2 minutes on average.
Building the brand
The campaign drove a 7.1% partnership awareness lift amongst Millennial women.