Opportunity
To create an ownable, repeatable, headline-worthy launch moment that blends what fans love about Tribe Gaming with the power and performance of the Samsung Galaxy S23 Ultra.
Showcasing a next-generation device with a next-level tournament
Approach
What better way to show the power and performance of the new Galaxy S23 Ultra than putting it in the hands of the biggest mobile gaming and esports group – Tribe Gaming. tms placed the device’s superior performance, power, and innovation at the forefront of all the messaging as well as leveraged Tribe Gaming talent, IP, community and tournament activation to create a stand-out moment.
Outcome
Enter “Mission: Galaxy” a next-level mobile gaming tournament with a futuristic creative direction that showcased the new Samsung device’s advanced technology and features. Pairing the Galaxy S23 Ultra with eight of the most popular Tribe creators, we brought to life the ultimate battle. Tribe Gaming echoed our creative direction across their channels and released a series of unique unboxing social videos to raise hype in the run-up to the event. On the day of the event, the tournament featuring eight Tribe competitors was live-streamed across the platform, with content amplified by Tribe Gaming’s vast social community to increase viewership. The livestream itself also included midroll content during “intermission” there were unique “ads” Tribe created with Samsung approval, and Samsung also provided some of their product ads to include in the block.
The $15,000 1v1 tournament is available to view online.
Results
1+
Million
Pre-event views
457
Thousand
Live event views
388
Thousand
Post-event engagements
1.9
Million
Total impact
Watch Mission Galaxy Highlights
We’re thrilled with the results of Mission Galaxy. With the support of partners like tms and in collaboration with Tribe Gaming, we were able to reach millions of mobile gamers and demonstrate the gaming capabilities of the Samsung Galaxy S23 Ultra. Mission accomplished!
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Solidifying Samsung Galaxy as the go-to brand for mobile gamers
Opportunity
tms had to establish Samsung Galaxy as a prominent player in mobile gaming and authentically connect with Gen Z gamers.
Approach
A huge Gen Z passion area is mobile gaming. While gaming, in general, has grown exponentially, mobile esports and gaming specifically have made significant contributions to that growth. We needed to demonstrate the power and performance of Samsung mobile devices by showcasing how the mobile esports players compete better and win more with Samsung Galaxy.
Outcome
tms set out to solidify Samsung Galaxy as the leading brand for mobile gamers, and what better way to do that than to turn the world’s biggest mobile gaming creators into Galaxy ambassadors? We needed to find the right partner to collaborate with. Introducing Tribe Gaming, America’s most influential mobile esports organization, with 21 creators and 28 esports players. We created a wealth of custom Tribe/Samsung Galaxy content that featured the creators using the device. This was used across multiple channels and included: announcement videos and cut-downs, YouTube video integrations, social posts, and creating its own bespoke tournament.
Results
60+
Million
device views in action
98.3%
Positive
brand sentiment
20+
Created
unique pieces of content
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