Strategic Objective: Create buzz for the upcoming launch of the Samsung Galaxy S6 edge+ phone among trend-setting Millennials and Gen-Zers while also positioning AT&T as the destination to get a hand on the device.
Solution Overview: Partner with two of the hottest social media influencers and let them announce an AT&T-sponsored social sweepstakes giving their fans the chance to win Samsung's new marquee device.
Of the many Samsung Galaxy S6 edge+ device features, it is the only phone to innately incorporate live-streaming to YouTube. Leveraging this unique feature, we created a YouTube campaign designed to reach our target consumers en masse. Our YouTube effort was anchored by Kian Lawley and Sam Tsui, two leading YouTube stars who provided AT&T and Samsung a direct route to their fan bases. In addition to their far-reaching social media fame, both young men were on the cusp of making media headlines - Kian was nominated for a Teen Choice Award and Sam was soon releasing a much-anticipated new song and promoting Warner Bros. film WE ARE YOUR FRIENDS - bringing additional attention to their social media channels and making their involvement in the campaign even more timely.
As part of their involvement in the campaign, both Kian and Sam would use the phone's live-streaming function to highlight their experiences at the Teen Choice Awards and WE ARE YOUR FRIENDS premiere, respectively. Both social media influencers received early access to Samsung's Galaxy S6 edge+ phone, and AT&T and Samsung gave both young men full creative control to develop authentic content supporting their own endeavors and that their audiences would love.
In addition to giving their fans an inside look into their lives courtesy of AT&T and the Samsung Galaxy S6 edge+, Kian and Sam would give their fans a chance to win their very own Galaxy S6 edge+ device. To that end, we created a nationwide sweepstakes specifically designed to appeal to young technophiles. Sweepstakes participation was simple: go to a dedicated sweepstakes website, fill out an entry form and tweet your participation.
The YouTube campaign and social media sweepstakes metrics exceeded expectations, generating over 1.5 million combined views and tens of thousands of sweepstakes entrants nationwide in 2 weeks without any media support. Moreover, AT&T outranked its competitors in both owned and earned social media engagements.