Creating new connections in unexpected ways through unique fan experiences.
Samsung sought to strengthen its brand relevance among Gen Z by positioning the Galaxy S24 as an essential tool for capturing experiences. Understanding that K-Pop fans crave exclusive connections with their idols, the brand leveraged this passion to create an immersive experience that brought fans closer to ENHYPEN than ever before.
To achieve this, Samsung partnered with ENHYPEN to host a groundbreaking K-Pop concert that showcased its technology while empowering fans to cocreate the experience. The activation featured pre- and post-event engagements, fan-generated content, IMAX screenings, and an Amazon Prime documentary, further deepening Samsung’s connection with the K-Pop community.
