The next big thing.

This is an overview of the integrated campaign we developed for Samsung Mobile USA. As ACD/Copywriter I supported multiple aspects of the work including copywriting and leading various projects. Razorfish was the lead agency but worked in conjunction with roster agencies such as 72andSunny, who handled the traditional parts of the campaign. Our team covered social, DOOH, experiential, video and digital advertising. We were awarded a N. American Effie for the work.

This is digital out of home creative. The printed posters were embedded with NFC chips that allowed Samsung phone owners to instantly download music, videos and more. In addition, we developed digital kiosks that worked essentially the same way, allowing NFC downloads but with a much more extensive library of options. We won a Gold Obie and a Webby Award for this work.

We created a wide variety of OLA / rich media advertising including these YouTube expandable homepage pushdowns. The YouTube homepage receives about 23 million views in a 24 hour period. Roughly equivalent to a hit show on network tv.

Rich media expandable pushdown for the launch of the Galaxy S4 smartphone. This ran across multiple sites including CNET, CNN, ESPN, BBC and more.

Rich media in-banner game to promote the "Eraser Mode" feature that surfaced as one of the most popular features on the Galaxy S4.

We created geoaware and geofenced rich mobile ads to drive awareness and traffic during the holidays.

This was a well-timed takeover on CNet the day before the iphone 5 launch. When consumers searched for information on various tech sites about the launch, they were greeted with our ad and the awesomeness of the Galaxy S III.

We took a media space that typically gets overlooked and grabbed some eyeballs with a dynamic reactive skin.

Across the advertising industry brands have seen amazing success with "real-time marketing." And Samsung Mobile USA is one of them. In the three days leading up to the big reveal of Apple's iPhone 5, we were tasked with disrupting the launch. Our command center was a rented Wolfgang Puck restaurant in Los Angeles and in concert with other roster agencies, we listened to online social chatter about the iPhone 5, then responded accordingly in print, digital and broadcast media.

The videos below were part of our strategy to disrupt the launch via the voice of the consumer. We needed to amplify the doubt that was already out there about the iPhone 5. That it was not worth waiting for, especially when the Samsung Galaxy S III was already available. We used real people for talent and they were not coached. The first video "Don't Wait" was a rallying cry for Samsung fans to seize the moment. To use the hashtag #dontwait on Twitter to tell Samsung about their dreams. We monitored their tweets and fulfilled wishes on the spot. The second video "Love Fest" illustrates the diversity, passion and ingenuity of Samsung fans. As well as the breadth of ways they use their phones. Consumers engaged. iPhone 5 disappointed. The media reported that we "took a bite out of Apple" and Samsung outsold Apple for the first time ever.