Invasion #withGalaxy



The Challenge

Samsung’s holiday season partnership with Disney’s Star Wars: The Rise of Skywalker benefited from the development of a full 360 global campaign, highlighting the product benefits of the Galaxy ecosystem of devices.


To take advantage of the Star Wars partnership and amplify the campaign in the U.S., Samsung tapped R/GA to make an impact in a culturally-relevant way, and drive post-purchase engagement by giving back to existing Galaxy owners for the holiday season.,fl_progressive,q_auto:low,fl_lossy,f_auto,h_700,w_1920/v1587416903/production/file-5e9e0f479d4caac6aa320b0c


The Story

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 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.,fl_progressive,q_auto:low,fl_lossy,f_auto,h_700,w_1920/v1587416834/production/file-5e9e0f029d4caa4719320af7,fl_progressive,q_auto:low,fl_lossy,f_auto,h_700,w_1920/v1587416876/production/file-5e9e0f2c1bdbe30d80e87041