Nighttime event environment showcasing layered LED rings above a Samsung event stage. The text on the displays promotes Galaxy Z Fold6, Z Flip6, and Galaxy AI, emphasizing innovation and immersive tech atmosphere.

Undercover Roadshow

Website Design

App Activation

On-Site Operational Tools

A smartphone screen displaying the Samsung Undercover campaign with a dark-themed detective board background, red string connections, sticky notes, and the message 'Welcome to Samsung Undercover. The mission is to retrieve the Galaxy AI source code.' Options to choose English or Français are shown.

Undercover Roadshow

Website Design

App Activation

On-Site Operational Tools

4k+

user interactions across 12 cities

4k+

user interactions across 12 cities

4k+

user interactions across 12 cities

92%

completion rate of the full mission flow

92%

completion rate of the full mission flow

92%

completion rate of the full mission flow

30%

faster on-site readiness

30%

faster on-site readiness

30%

faster on-site readiness

Enhanced

reporting with daily visual recaps + dashboards

Enhanced

reporting with daily visual recaps + dashboards

Enhanced

reporting with daily visual recaps + dashboards

The Opportunity

Samsung wanted to reimagine how people experienced their latest Galaxy devices, shifting away from traditional in-store demos to a more immersive, narrative-driven format. The goal: engage audiences in unexpected spaces, create hands-on moments that feel personalized, and track performance across multiple cities in real-time.

A hand holding a smartphone with the Samsung Undercover event QR code screen titled “My ID” clearly visible. The background features dramatic vertical blue neon lights, creating a techy and immersive atmosphere.

A dark, neon-lit scene featuring two devices displaying the Samsung Undercover “My ID” QR code screen. A person in a varsity jacket stands in the background while another holds up a smartphone and tablet to scan or display their digital event ID.

Smartphone screen showing a success screen for Samsung Undercover. A classified folder graphic and message read: “Hint: Some clues are so easy, you might scroll right past them.” A confirmation at the bottom states the user has been approved to go undercover.

Smartphone screen with a personalized Samsung Undercover mission status. The user “Ryan” has joined the mission to recover the Galaxy AI source code, with progress noted as 3 out of 10 clues collected. A dark interface with a code entry section is shown.

Smartphone screen displaying the prize screen of Samsung Undercover. Samsung Galaxy devices and wearables float at the top, with prize categories below, including “Early Bird Prizing” and “S+ Rewards” for best FlexCam and Generative Edit performances.

Smartphone screen showing a survey form titled “Undercover Survey.” The form gathers participant details such as store number, mobile device, watch, headphones, tablet ownership, and S+ login ID to evaluate product use and event experience.

Strategy

We saw an opportunity to pair experiential storytelling with a self-directed app journey, letting users “unlock” their experience as they explored. This approach would enable scalable engagement while creating consistency across locations. Key strategic drivers included:

01

Empowering attendees to navigate the experience at their own pace

01

Empowering attendees to navigate the experience at their own pace

01

Empowering attendees to navigate the experience at their own pace

02

Embedding light gamification to increase dwell time and interaction

02

Embedding light gamification to increase dwell time and interaction

02

Embedding light gamification to increase dwell time and interaction

03

Equipping the client and field teams with real-time visibility through SDI OnSight

03

Equipping the client and field teams with real-time visibility through SDI OnSight

03

Equipping the client and field teams with real-time visibility through SDI OnSight

Execution

We designed a multi-touchpoint app experience that guided attendees through a digital “mission” tied to product features. Each location featured unique interactive checkpoints (like QR scans or Galaxy feature demos) that could be unlocked via the app. Behind the scenes, we deployed SDI OnSight to manage readiness across cities—ensuring signage, setups, and staffing were aligned before doors opened each day.

Key Components:

App-driven mission journey with unlockable content

Custom UI reflecting Samsung’s product story and visual identity

QR code system to trigger on-site interactions and digital rewards

Mobile dashboard for Samsung teams to track compliance, setup, and photo-verification

Content capture workflows for real-time campaign wrap-up reporting

Execution

Key Components:

App-driven mission journey with unlockable content

Custom UI reflecting Samsung’s product story and visual identity

QR code system to trigger on-site interactions and digital rewards

Mobile dashboard for Samsung teams to track compliance, setup, and photo-verification

Content capture workflows for real-time campaign wrap-up reporting

Execution

Key Components:

App-driven mission journey with unlockable content

Custom UI reflecting Samsung’s product story and visual identity

QR code system to trigger on-site interactions and digital rewards

Mobile dashboard for Samsung teams to track compliance, setup, and photo-verification

Content capture workflows for real-time campaign wrap-up reporting

Laptop screen displaying the Samsung Undercover event landing page. White text invites users to join a mystery-solving challenge in the mobile tech world, set against a backdrop of a crime-solving clue board with handprints and red strings.

Insights & Evolution

Attendees responded strongly to the self-paced, app-led flow, spending more time with the devices and engaging more deeply with product features. We saw a correlation between full mission completion and on-site content sharing.