Samsung X Cyberpunk
Award: Graphite Pencil
Graphite Pencil / Gaming / Experiential / 2021
Samsung wanted to get gamers to upgrade to a Samsung QLED TV by leveraging increased interest in gaming during Covid-19. Partnering with Xbox Series X and Cyberpunk 2077 it built a one-off Cyberpunk QLED TV. Samsung then locked it in a high-tech container and dared gamers to hack into it. To find it they had to work together to decode clues hidden all over the internet. The first five to crack the code had to hack the container live on Twitch. The campaign culminated in 1m livestream views (7.5 Twitch average), drove a 2.7 increase in gaming search, and significantly increased market share YOY.
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