ORGANISING COMPANY: MAGIC GARDEN & CHEIL France
CLIENT COMPANY: SAMSUNG FRANCE
EVENT CATEGORY: Product/Service Launch
DATE: from 16/06/2016 to 19/06/2016
LOCATION: Bibliothèque Nationale de France (French national library) esplanade, Paris, France
TARGET: Influencers (media & bloggers), Samsung dealers, general public, with a focus? on millennials (15-34 yo)
OBJECTIVE: Promote the new Samsung Galaxy S7 smartphone and its ecosystem with a focus on the Gear VR (Samsung virtual reality headset) to the millenials targetDemocratize the use of VR Generate massive media coverage and conversation in social media Launch the digital platform www.S7lifechanger.com
BUDGET: up € 1.000.000 to € 5.000.000
CREATIVE IDEA AND DESCRIPTION OF THE EVENT:
We created a new world, where everything becomes possible: the first amusement park mixing reality and virtual reality.
An immersive and entertaining VR experience, multiplying real emotions and thrills, around “millennials” passion points.
A free entrance 3.0 amusement park along the river Seine, featuring 9 immersive and tailor-made attractions:
The Big 7: fear the “real effect of the US rollercoaster”
Ski Jump: feel the iced thrill of a ski ride in the Norwegian mountains
Surf Ride: ride Teahupoo, Tahiti mythical wave
World Tour: enjoy breath-taking sights around the planet in the Ferris wheel pods
Dino Safari: meet with a dinosaur in the Jurassic jungle
Avengers Station: enter Iron Man’s skin in a mythic battle at Stark penthouse
Zombie Asylum: face the zombies into an asylum cell
Ibiza DJ set : mix with DJ Agoria, for Pacha Ibiza opening, on his new exclusive track
Zen Zone: relax & dive with the dolphins
Showroom: discover Samsung products
Foodtrucks & social wall
MEDIA MIX: • Social media (Fb, Twitter, Instagram, Vine, G+)June 4-8: Teasing videos & posts with #S7LifeChanger Park. 3,3M reach. June 10-16: Reveal (videos and posts). 5,8M reach. June 16: media (84) and influencers (86) launch party. Organic 1 trending topic (despite Euro 2016). June 17-19: public event. 10,6M reach. • Targeted media partnership (lifestyle radio and TV live broadcasts from the Park) • Guerrilla marketing (clean tags) • Influence : 77 press articles, 4.6M reach, 7.2M VU/month
AUDIO / VIDEO / LIGHTS PRODUCTION: The first ever VR amusement park. We built made to measure dynamic attractions, ensuring technically that physical sensations fit perfectly with the VR film, to avoid nausea. The whole technology had to operate open air for 42 000 visitors during 4 days with very changeable and stormy weather.Because of very strict load constraints and a high wind factor (venturi effect), we created tailor-made attractions, e.g. Ferris wheel, instead of using existing ones.
STAGING AND SET DEISGN: We designed each attraction to evoke a real amusement park but with a contemporary touch. The idea was to be consistent with Samsung design but also to anticipate the future of the amusement park. Each of the 9 attractions was immersive and tailor-made: dynamic (seats, skis, boards moving in a perfect synchronisation with the VR movie), special effects (cold wind for Ski Jump, water mister and monoi smell for Surf Ride….) and dedicated sound design,live photomaton/Gifomaton to share experiences.
42000 visitors in 3 public days
Huge media and blog coverage : 375 fallouts, 29M contacts
#S7LifeChangerPark: 21M reach, 300K interactions, N°1 organic trending topic for over 4H
After visiting, 63% plan to buy Samsung products
79% have a better image of Samsung
95% have a very positive image of VR