Samsung Galaxy X Google Gemini at Live Nation summer music festivals
Samsung Galaxy Samsung and Google Gemini activated at 5 total festivals including Gov Ball, Hard Summer, Outside Lands, Nocturnal Wonderland and Shaky Knees delivering a full 360 experience with on-site activation, branding, phone demo and user trial, custom content, creators and media amplification.
The Samsung Galaxy Lounge with Google Gemini was a fan-favorite destination at HARD Summer and Outside Lands - a space to test out the Galaxy Z Flip7 and Galaxy Z Fold7, capture memories with friends, and cool off away from the festival crowd. The booth featured a digital gallery wall showcasing fan photos and Samsung ads, an interactive mural for fans to test out Google Gemini on the new Samsung foldable phones, branded merch, photo OPs and dedicated brand ambassadors to guide fans through the devices and experiences.
RESULTS The Galaxy Lounge beat throughput benchmarks by 12%, showing fans engage most when entertainment and product exploration go hand-in-hand. Gov Ball, Hard Summer and Outside Lands delivered a total of 208M+ impressions and 1.8M+ engagements with over 8K consumers trialing the devices and their latest features.
MY ROLE was to ensure branding was correct for both Samsung Galaxy and our partner brand Google Gemini and that the design and experience was complementary to the festival to reinforce positive brand sentiment. I also wanted to make sure the design felt innovative and modish to position Samsung as a leader in tech. I also had to make sure Gemini experiences were accurate to device and approved by Google.
Samsung Galaxy X LVLUP
Samsung not only showed up to the LVL UP Expo in Las Vegas, we raised the stakes with a $100,000 prize for winning the Gear Up Cup - all played on mobile, reinforcing Galaxy S25 Ultra as a go-to choice for gamers worldwide.
My role was to help design the experiential elements and ensure Samsung Galaxy branding was properly represented.
Samsung Galaxy X Unrivaled
In addition to being an official sponsor of the Unrivaled League and having prime logo real estate on the court, we sought inventive ways to incorporate the Samsung Galaxy brand into everything Unrivaled. Upon visiting Unrivaled headquarters in Miami we saw an opportunity to support the athletes and create a branded space that could support rest and recovery. With the help of our partners at UEG we designated the space as Samsung Rest Club. This concept was born out of the strategy to own the sleep and recovery story for the phone and watch ecosystem.
Players can monitor changes in their oxygen levels before, during, and after sessions in advanced hyperbaric oxygen chambers, then unwind with specialized massage treatments to help their bodies recover from demanding training and game schedules.
The space also features Samsung devices, including Galaxy XR, Tabs and Buds for an immersive content experience, including curated mindfulness and relaxation programming created in partnership with Calm.
Throughout the season, fans get behind-the-scenes footage of players’ recovery routine through Samsung Rest Day with Me content series featuring exclusive looks into the Samsung Rest Club, with plenty of branding that strategically appears in every shot.
My role was to oversee concept and content development including providing creative direction on the Samsung Rest Club interior design and logo incorporation. I also worked with global partners to secure alignment.
