Technology
New Samsung launch demonstrates
broadcast grade livestream
SAMSUNG TELLS CMW HOW IT LEVERAGED THE NEW GALAXY S20
TO LIVESTREAM FOR ITS FIRST UNPACKED OF THE DECADE
n a world-first, global
electronics brand
Samsung used its own
Galaxy S20 mobile
devices to livestream an entire launch.
Seoul-based marketing agency Cheil
Worldwide brought the Galaxy
Unpacked launch to San Francisco’s
Palace of Fine Arts, 11 February, where
the brand unveiled its Galaxy S20,
Galaxy S20+, Galaxy S20 Ultra,
Galaxy Z Flip and Galaxy Buds+
devices.
The entire #withGalaxy event was
captured using the new series of
smartphones designed to change the
way content is captured, with broadcast
grade software and hardware on a
Samsung device.
“We shifted our livestream
experience from one that utilised studio
cameras to mobile devices to reflect
millennials’ dynamic lifestyle,”
explained Hyunmin Lee, Show Director
at Cheil.
Asked about the importance and
power of live events in Samsung’s
marketing strategy, Hyunmin Lee
added: “Samsung opts for premium,
award-winning live events to launch its
devices because it enables audiences to
see, hear and touch the new products
first-hand. Meanwhile clear, crisp
livestreams immerse virtual audiences
in the experiences, so they too feel as
though they are physically there. While
often the focal point, live events always
form part of integrated marketing
strategies spanning platforms such as
social, TVC and out-of-home.”
“Millennials are a tech-savvy
demographic who utilise their
smartphones on the go and rely on
them to fulfil all manner of tasks day in,
day out,” said Bomi Lee, Livestream
Producer at Cheil.
“It is a great achievement by many
people. Over the last five months, from
September to February, we were faced
with numerous technical challenges.
While not one of them was easy to
tackle, our combined efforts as a team
resulted in a seamlessly produced
livestream and successful launch event
overall,” added John Jeon, Show
Technical Director at Cheil.
In terms of insight into the kind of
livestream challenges faced, Boma Lee
told CMW: “The team needed to
develop a custom hardware and
integration solution whereby our
various camera rigs – steadicam, pole,
rail, Jib, and shoulder – could be
adjusted to accommodate the Galaxy
S20 devices securely. Secondly,
smartphone devices by their very nature
are engineered to capture images and
video and store them internally. It was
essential we get the live video out
directly and integrate that signal with
our switching and transmission
equipment. Combined efforts meant we
were able to overcome these challenges
in creative and effective ways.
Event highlights included the
announcement of partnerships with
Netflix - Samsung’s exclusive partner
for mobile entertainment, and Thom
Browne, which showcased that high
fashion and high-tech go hand in hand.
On conclusion of the launch, guests
explored an experience zone where they
could test out the all-new devices.
The launch livestream, livestream
replay and livestream highlights reel
have secured 55 million views and
climbing.
Above: Introducing
The Galaxy Z Flip
Below left: Netflix
is Samsung’s new
and exclusive
partner for mobile
entertainment
Below: Attendee
engagement at
Unpacked
ISSUE 105
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CONFERENCE & MEETINGS WORLD
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59