The answer, of course, was to bring the starships from a Galaxy far, far away to skies across the country, via the Galaxy devices in our users’ pockets.
Leveraging the Samsung Members app pre-installed on all Galaxy phones, R/GA designed and developed an experience allowing users to access an exclusive, limited-time, Star Wars augmented reality experience built right into the app.
Through the experience, aptly named “Invasion #withGalaxy,” Samsung users could capture their best shots of the film franchise’s starships in the sky, and share them on social media, using the hashtag #withGalaxy. Launching first at the film’s premiere in Hollywood, seven different iconic ships began to travel across the country via a programmed geo-fenced schedule, visiting top markets before rolling out nationally on the day of the film’s public release.
R/GA connected all corners of its capabilities to design and develop the experience in partnership with London-based Pl.ai. R/GA Studios collaborated with Lucasfilm and ILM to optimize the film’s original starship models for the AR experience, achieving ambitiously high visual fidelity. R/GA’s strategy, connections, marketing sciences, and creative teams developed and executed the go-to-market rollout across paid and owned Samsung channels.
Not only did the activation drive performance increases in the Members app of 74% in Google Play visits, 31% in daily active users, and more than 10,000 UGC photos of the experience shared, but Invasion #withGalaxy also launched an entirely new native AR channel for Samsung to leverage in future initiatives.