We knew Samsung fans couldn't wait to get their hands on the new Galaxy S4. So instead of launching the phone ourselves, Colenso BBDO New Zealand got our fans to launch it for us. … read moreFans joined The Smart Phone Line through facebook and Twitter.
Every day we sent them new features of the phone. Fans could jump the line by sharing these features with their friends via social media. The more their friends shared these posts the further up the line they moved. Broadcast live to a 150ft electronic billboard downtown, we turned a virtual queue into a real world line. Instead of leaving our biggest fans waiting outside a store for days, we turned them into our media channel. With a digital media budget of just $10,000, we launched a smartphone to the entire nation. Thanks entirely to our fans.
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