Launching Samsung's Flagship Store with Augmented Reality
To launch Samsung Australia’s first flagship store in Sydney, Traffik and Samsung engaged S1T2 to create a digital marketing augmented reality experience to bring awareness and excitement to the opening. Flyers, which included a unique prize code, were distributed across the city giving Sydneysiders the chance to win over $70,000 worth of prizes by playing the ‘Scan and Win’ experience.
The grand opening saw scores of hopeful winners lining up for hours, flashing their flyers at the Samsung store window which was strategically positioned for passersby to see, which then triggered an interactive animation on a 2 × 2m video wall.
The campaign was run for a week to generate engagement and conversations across Australia. Success of the campaign led the mechanic to be redesigned and appropriated as a more portable tablet application that was used across the country at various digital marketing brand events and conferences.
Markers Trigger a Unique Augmented Reality Prize
The flyers distributed each included a marker triggering an augmented reality experience. Once the flyer was flashed by a visitor, a front-facing camera tracked the markers, subsequently relaying data to a desktop application that then responded back with the prize and displayed an animation sequence on the video wall relative to the audience’s result.
Each animation sequence was tailored specifically to the type of prize being revealed, driving the suspense and anticipation as each person discovered what they won through a series of fun interactive graphics.
In order to control the distribution of prizes, S1T2 produced a prize-distribution algorithm that determined the schedule and timing of prizes. This algorithm took into the account the infinite number of possible plays during a certain hour depending on how many visitors stopped to play, whilst considering the specific needs of the client to evenly distribute prizes over the entirety of the campaign.
The algorithm developed ultimately determined major and minor prizes allocated, quantity of each prize remaining, even and fair distribution over the duration of the campaign, and more.