Instead of launching the new Galaxy S4 ourselves, we got our fans to launch it for us. Fans joined ‘The Smart Phone Line’ through social media and every day we sent them new features for the phone, allowing them to jump the line by sharing these features. The more their friends liked and shared their posts the further up the line they moved. Broadcast live on an 150 ft electronic billboard, we turned our virtual line into a real world queue. Instead of leaving our fans waiting outside a store for days, we allowed them to become our media channel, proving that the Galaxy S4 really was the next big thing.
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