US Hispanic audiences are early adopters of new technology and highly passionate about celebrities and music. The challenge was finding a way of bringing these core insights together in one seamless execution that could enable people to connect with the celebrity and do it via their phones through Tik Tok while generating an emotional connection with the creative content and the Samsung Fold.

We identified the best property and platforms to develop our campaign, as the Billboard Latin Music Awards on linear with Telemundo’s Tik Tok account on social to connect with the millennial audience and innovate on the latest social platform. We combined these passion pillars and created a campaign that forged an emotional connection that was culturally relevant for the consumer.

Hispanic’s love for the newest tech and their passion for celebrities intertwined as we partnered with Daddy Yankee and made the newest Samsung foldable device an intricate part of his adventure, as Daddy Yankee became Agent DY, a secret super-agent that needed the help of the fans to continue his mission to find “The Queen”.

Our mission was to take the spirit of the new Samsung Galaxy Z Fold3 beyond the device itself. The Fold3 gives you multiple options of use, so we reimagined the 2021 Billboard Latin Music Awards viewer experience by giving fans the freedom to choose how they wanted the story to continue, and we saw how it unfolded live during the award show. Each short film highlighted the phone’s special features, while letting the fans control the narrative in real time.

Samsung wanted to reach US Hispanics 25-34, older millennials who utilize their phones for more activities than any other segment and make them aware of the new Samsung Galaxy Z Fold3. We wanted the target audience to not only watch a spot but we wanted them to interact with it and have a taste of what the flexibility of the device had to offer by engaging with the brand. That is how the “choose your own adventure” dynamic came alive and how we re imagined the viewer experience surrounding the award show with a 360 campaign that had the audience deciding what the narrative was going to be. Our challenge was to get the audience involved, we set a goal of 6M views on TikTok, the campaign was so engaging that we got over 10M views.

The campaign started with an instructional Tik Tok video and a live red-carpet integration where we explained how the “choose your own adventure” dynamic worked and invited fans to play along to decide Daddy Yankee’s destiny.

Voting on Tik Tok decided Daddy Yankee’s next moves. The series of short films each ended with a choice, which the viewer was able to make with their phones. This series of interactive films gave the audience the chance to change Daddy Yankee’s journey through the mobile devices, and it all came to life in the live awards show.

The creative idea was centered on the option to choose your own path, while being adventurous and using your phones as an extension to your being- all aligning to the target audience objectives the brand had, the passion points and emotional connection with the fans worked as the results showed our success. With over 10M views on Tik Tok, the campaign drove lifts across Samsung Brand KPIs, +30% lift in Ad Recall ,+150% lift in Purchase Intent, +344% lift in Brand Association.

The Daddy Yankee spots resonated with viewers showing +64% lift in Brand Memorability vs Category ELTV norm and an increased interest for Samsung showing that +62% were more likely to search for the brand vs competitive English-Language ad.