WINNER
Samsung Slider
M&C Saatchi Sport and Entertainment
Taking the meaning of "the best seats in the house" to a whole new level, Samsung brought sports fans to the heart of the action with the pitch-side Samsung Slider.
Designed to follow the movement of play, fans sat on moving seats for an innovative sports-viewing experience across all 45 games in the Twickenham HSBC World Rugby Sevens Series.
Sliding along an 80m track at speeds of up to 20mph, fans could experience all the drama of the matches pitch-side as the action unfolded. They then continued their experience post-ride wearing t-shirts exclaiming "I rode the Samsung Slider", as well as sharing their involvement on social media using photos sent to them by Samsung immediately after their ride.
In the hot seat
To win a seat on the Slider, fans engaged with the brand’s social channels or visited Samsung's fanzone in the Twickenham Fan Village. Here, a replica structure of the Samsung Slider and specially created Slider POV content enabled fans to experience what it would be like to ride it for real.
Fans then took part in a bespoke, interactive quiz focused on rugby trivia, with guests using Samsung Galaxy tablets to simultaneously input their answers, which were then displayed on a large plasma wall for all to see. Rides on the Samsung Slider were presented to the highest scorers throughout the day.
An additional dedicated product area showcased Samsung's new QLED TV Range, with retail experts on hand to answer questions.
Highly Commended: Samsung Hypercube - Iris Worldwide
Festival season in 2016 was dominated by brands attempting to engage music fans with the latest tech to create a shareable experience, and Samsung set the very highest of standards with an activation focused on memorable moments to enjoy with friends.
Using Samsung Gear 360 cameras, Galaxy S7 and the latest in VR technology, the Hypercube housed 50 festivalgoers each time for a fully immersive experience at Boardmasters, Glasgow Summer Sessions and Bestival.
The experience put guests into the heart of Biffy Clyro's Flammable music video, placing them inside a Perspex box with the band while capturing content from multiple perspectives.
Finalists
- British Airways Access All Areas, TRO
- Bulmers Colourena, RPM
- Lavazza – Drinkable Selfies, Amplify
- Poundland On The Hill, Savvy Marketing
- Stoli The Vodka at Pride in London (in Association with Absolutely Fabulous: The Movie), White Label UK
