Samsung and Cheil Worldwide's ‘The World of #PlayGalaxy’ won Gold in Experiential Best Use of Influencer at The Drum Awards, transforming Gamescom’s main show floor into a stand-alone festival to authentically showcase Samsung Galaxy’s gaming prowess through exclusivity, partnerships, influencer integration, and gamification.
Samsung set out to position Samsung Galaxy devices as the ultimate choice for mobile gaming by transforming technical specifications into experiences players could feel and share. The challenge was to cut through the noise of Gamescom—one of the world’s biggest gaming events—and create an environment where Samsung Galaxy’s gaming performance could stand out authentically.
To achieve this, Samsung developed 'The World of #PlayGalaxy': a stand-alone festival located just outside the main show floor. This approach ensured exclusivity, creative freedom, and the opportunity to deliver a consistent message—Samsung Galaxy is built for gamers.
The strategy centered on four elements:
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Execution: Bringing the Concept to Life
The festival blended immersive play zones, a main stage with live competitions, influencer vs. fan matchups, and meet-and-greets. Each experience was designed to highlight Galaxy’s technical strengths across FPS, open-world, and RPG genres.
Influencers were deployed strategically—some driving global livestream viewership, others sparking social engagement, and local creators mobilizing fans onsite. Pre-event teasers, real-time coverage, and post-event highlights created seamless momentum across the campaign lifecycle.
Onsite gamification, including coin challenges redeemable for merchandise and experiences, ensured that every visitor became an active participant. The venue was designed to be content-friendly, encouraging both influencers and fans to capture and share their moments organically.
Outcomes: Impact & Effectiveness
'The World of #PlayGalaxy' delivered measurable uplift across awareness, engagement, and cultural impact.
Social content engagement rate surged 1.5 times YoY, and total video views increased 2.3x YoY.
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Livestream audiences peaked more than double the previous year (2.1x YoY), proving Galaxy’s resonance with global gaming audiences.
Brand buzz around Samsung and mobile gaming during Gamescom grew sevenfold year-on-year, making Galaxy the centerpiece of mobile conversations.
The campaign not only exceeded industry benchmarks for visitor engagement but also turned attendees into co-creators, generating authentic advocacy beyond the event itself.
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Conclusion
By combining exclusivity, top publisher partnerships, gamified engagement, and a role-based influencer strategy, Samsung transformed Galaxy’s gaming performance into an immersive cultural moment. 'The World of #PlayGalaxy' proved that when innovation meets creativity and community, a brand can shape the future of mobile gaming experiences—and leave a lasting impression far beyond the show floor.
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Cheil Worldwide
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