SAMSUNG IFA 2009: MICROSITE + AUGMENTED REALITY
Samsung asked Sapient to create a non-traditional concept for engaging with the consumers and the techno-gadget enthusiasts for the IFA 2009. They wanted to encourage social media buzz about Samsung, and create a microsite experience where visitors could learn about products and share their IFA experience.Our biggest constraint was time–we only had 1 month to get this microsite concepted, approved and launched in English and German. Our solution was to use multiple social media touchpoints and a microsite to provide IFA visitors and Samsung fans a place to share thoughts, opinions and experiences around Samsung and the event, as well as engage an Augmented Reality experience both at the event and at home.
We created buzz at the event and online by having a live demonstration at the event of the AR experience, and giving out handouts with the AR glyph they could use at home.
In an Advertising Age article, “Augmented Reality Is Overhyped and Abused”, The AR component was cited as the right way to use AR: it was a practical and simple execution, rather than just a gimmick.