Samsung Creates Digital Playground

It's obvious that something is very different the moment you walk into Samsung 837 in Manhattan. From the outside, this location looks much like any other big-city electronics store, and even its "837" name is just a reference to its address. However, once you go in, you can see that it isn't really a store at all. You have just entered the company's "digital playground," where you aren't meant to buy things, but instead, check out all of the latest offerings. In effect, it is a giant, interactive, 3D advertisement. Customers who check out this showroom won't be thinking of advertising as they indulge their desire to play with all of the electronics that are out and waiting for their attention. A giant screen, made up of 96 other screens, grabs that attention like a hook. When there are no events or shows taking place, visitors get to use it to display selfies. What makes these selfies unique is that each image is made up of the selfies of previous visitors, all automatically arranged to produce the picture like a big mosaic.

Visitors also get to experience their social media identities in a way never before seen. After entering account information into an interface, a special room full of screens shows a huge array of posts while a voice reads out hashtag information. This room has a tunnel-like construction, and screens are everywhere – including underfoot. Once the visual display is over, the screens turn into mirrors, bringing the maximum impact to the visitor's experience.

Many other displays are there, and some of the other floors have a different look and feel in order to better simulate the situations in which the products are used. All of these exhibits help immerse the visitor into Samsung's own electronic world and imagine more possibilities for the company's products. All around, staff explain how to use the exhibits, describe products, and keep everyone oriented. Samsung has also made the location's one-on-one customer care center available online. This completes the experience for visitors who decide to get more information later on.

Yet, despite all of this effort, none of the products are for sale at that particular location. Instead, the purpose of Samsung 837 is to let people directly interact with Samsung products, see the many awe-inspiring ways they can be used, and help visitors decide which ones to get after they leave the Electronic Playground.

This is just one example of how a venue can be set up to change a set of displays from mere advertising into full-immersion experiential marketing. For more ideas, and for the perfect venue for your short-term marketing event, just contact us. Our SoHo Studios venue can handle all of the creativity you can put into your show.

Fitbit Local: An Active Engagement for Wearable Technology Users

Fitbit has gained major traction in recent months, and its emergence in the marketing world is characterized by its industry’s finest offerings. Fitbit Local sweats out the stress of pre-purchase analyzation, granting users the ability to exercise, discuss and share with their community’s fitness ambassadors.

Active Outreach

The Fitbit is innovative. It’s influential, and it’s created quite a buzz lately. As with many electronics, however, Fitbit is hindered by its consumers’ uneasiness. Active lifestyle electronics notoriously lead campaigns weighed by such issues, and Fitbit’s “way around” the consumer’s blocked path to purchase is incredibly inspiring.

Fitbit Local, reaching San Diego on January 16, is one of this year’s most intriguing technology marketing events. As wearable technology becomes increasingly prevalent, brand operators seek new ways to communicate with customers—tracking, talking and partnering with local community members. Fitbit Local lets consumers “get their steps” while exploring one of California’s most scenic areas. Mike Sherbakov, Fitbit Local Ambassador, leads the Torrey Pines State Reserve hike, inspiring community leaders with the Fitbit’s natural extension into professional programs.

The Community’s Word-of-Mouth

Active-wear technology is slowly adhering to the modern marketer’s design. Wearable technology, now, is viewed as a social inclusion to fitness lifestyles. The user’s ability to record, save and even share information, reminiscent of social media’s baby days, might soon become one of the Fitbit’s biggest boons.

Fitbit Local reflects this with its pro-lead workouts, talented trainers, all-level boot-camps and yoga cool-down session. These Fitbit Local additions serve a purpose beyond product engagement: social interaction. While Fitbit gains much-needed functional demonstration, users are placed within highly active environments. Fitbit Local Ambassadors, regardless of location, assist new and old consumers with information while prompting discussion on fitness lifestyle.

The Fitbit Way of Life

Of course, snacks, a raffle, a live DJ and giveaways are present. Sign-in-to-win programs are notorious at experiential marketing events, and Fitbit Local offers the entire package. Free monthly workouts deliver a communal aspect to Fitbit Local, driving information and mood with repetition and consistency. Fitbit Local entrants are among the brand’s biggest supporters, and community outreach within a small area is certainly conducive to the brand’s success.

Fitbit Local is a wearable technology leader, and its Fitbit Local program deserves two eyes of attention. As the training camp undergoes shifts and reaches higher attention, Fitbit, as a company, will certainly provide new, innovative marketing solutions.