Samsung brought extra funk to South by Southwest this year with a performance from Prince. 200 of the winning participants from their SXSW mobile marketing campaign got an invitation to see Prince live at a private Samsung closing party on March 16th at SXSW 2013. That’s quite an incentive to participate in Samsung’s campaign.
Samsung’s campaign involves an NFC-enabled (near field communication) scavenger hunt. Participants will have to set their Android phone to enable NFC if it has that feature, download the Samsung Experience app, and afterwards go to locations in downtown Austin with Samsung’s TecTiles Wall. With a simple tap, the player can check off, unlocks the location, and win food. Participants who unlocks all 11 locations, be the first 200 to collect the ticket, were the lucky few rewarded with the experience to watch Prince perform at the intimate venue La Zona Rosa club.
Only about 1000 people total were lucky enough to attend the show. The show opened by A Tribe Called Quest followed by a grandiose performance from Prince of 2 1/2 hr.
With the goal to introduce and encourage the use of NFC and promote the brand, the campaign proved to be very successful for Samsung. It attracted tons of participants. The Samsung Experience app used in the campaign is also very well designed with an attractive UI. After opening the app, the display shows a tab that pulls out the list of prizes to unlock. Select the prize and another tap automatically opens Google Maps with the spot of the TecTile wall. Once there, participants simply has to press their phone on the Samsung poster to unlock the prize. Encouraging new technology and new user behavior is difficult. However, Samsung can mark this campaign down as a success. The ease of use, a well designed app, free food, and the Prince performance fueled a successful marketing campaign and brought people to buzz about Samsung and test out near field communication.