Building Brand Love Among Gen Z: Samsung's S24 Launch with Genshin Impact

As part of the S24 Launch in 2024, Samsung aimed to build brand love and drive purchase consideration among the Gen Z audience. Recognizing the passion within the gaming community, Samsung partnered with the popular game Genshin Impact to create a unique and engaging event.

The Event: A Celebration of Gaming and Community

The event was designed to bring together fans of Genshin Impact, allowing them to meet fellow enthusiasts, compete in a time trial match, and showcase their love for the game through a cosplay competition. This immersive experience not only highlighted the players' dedication but also created a vibrant community atmosphere.

Leveraging the game’s intellectual property, Genshin Impact elements were incorporated into all marketing assets, both online and offline. To further entice participants, Genshin Impact crystals (in-game codes) were offered as part of the prizes, enhancing the event's appeal and providing tangible rewards for the gaming community.

Impressing with Engagement and Reach

Key Opinion Leaders (KOLs) were carefully selected to host the event and promote it across their social media channels. Their involvement was instrumental in driving awareness and participation, significantly extending the event's reach.

The event saw over 300 in-real-life (IRL) attendees actively engaging across a three-hour period. Additionally, the KOL-driven content achieved a remarkable total reach of 40.1 million, underscoring the event's success in capturing the attention of the target audience.

Samsung's partnership with Genshin Impact for the S24 Launch successfully connected with the Gen Z gaming community, fostering brand love and driving purchase consideration. By creating an event that celebrated the passions of its audience and leveraging the influence of key opinion leaders, Samsung effectively enhanced its brand presence within this dynamic and engaged demographic.