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Samsung Struts Its Stuff at Mercedes-Benz Fashion Week


Our post, Is Anybody Out There Listening?, discussed the real problem of prospect and customer information overload and how that affects your ability to engage them. We presented some research that indicates that face-to-face encounters have a far better rate of engagement and actual sales than does many of the more popular digital media tools used alone.

Samsung's consumer events while sponsoring Mercedes-Benz Fashion Week is an actual case where an organization used face-to-face, in creative ways, to influence their target base..

Elite sponsorship was an opportunity to create social media buzz.
For two years running, Samsung had a strong presence at Mercedes-Benz Fashion Week in New York. The sponsorship gave Samsung visibility in several locations at the week-long event and numerous opportunities for social media exposure.

Fashion Forward Design

The creative goal was to produce the kind of exclusive atmosphere that fashion celebrities expect. MC² evoked a premium look and feel with glass and pierced-cut, and backlit wall graphics of New York City brownstones. Each brownstone window became a showcase for Samsung products and gear.

High-end, jewelry-style display cases and beauty bar seating put guests in front of Samsung’s latest products. A product guide on the other side of the counter played the role of a knowledgeable sales assistant. Guests checked out phones and tablets and awesome virtual reality goggles.

Try It, You’ll Like It

Samsung’s Experience Lounge let visitors try out the new Samsung watches and the Galaxy Note and Note Pro. Meanwhile, sketch artists used the tablets to draw and their work was mirrored to Samsung monitors along the wall along with streaming video from the runway and a live Twitter feed.

The Backstage Galaxy Lounge was reserved for VIPs, A-listers, celebs and influencers. The hide-away was bling-ed out with sponsor partner Swarovski’s crystals which twinkled on everything from Note cases to “crystalized” wallpaper. Crystal manicures added to the glitz.

The Press Lounge, up on the mezzanine at Lincoln Center, was available to guest journalists and bloggers for interviews with designers.

It’s All About Awareness

For Samsung, Fashion Week was much different than a trade show like the Consumer Electronics Show or a product launch like Samsung “Unpacked” events in Times Square and Radio City Music Hall (all of which MC² has handled).

This event was about awareness and the Samsung brand experience. It was about hashtags like #GalaxyNote3, #note3, #Samsung, and #GalaxyLounge. And about getting photos out to Instagram, Vine, Tumblr, Swarm, Twitter, and Foursquare.

And from the number of photos showing fashionistas flashing Samsung gear, it looks like Samsung was a fashion darling at Mercedes-Benz Fashion Week.

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