Branded Entertainment within the UK is an extremely common and a somewhat saturated practice. Brands each year place extensive investment behind developing consumer relevant branded entertainment aimed at driving brand affinity. This entertainment has become so common within this market that consumers have come to expect such content from brands they purchase, follow and love. In this extremely fast moving and non-regulated environment, failure to entertain and connect through entertainment leaves brands out in the cold with respect to purchase intent and association.

Our content was featured across a raft of UK & International tech and mainstream websites and media sources as well as our Samsung social media channels. As such the audience were drawn to our content through either seeing a post shared within social channels (Facebook & Twitter), encountering campaign coverage across the various .com sites and media sources, or they stumbled across it when surfing on Samsung.com.

From all accounts the Fly-Fi campaign was a great success. The activity reached 23 million people worldwide and earned 43 mentions across both local and International media in one day. The Fly-Fi video seeded onto the Samsung Youtube channel received 84,000 views in the first 3 days with 50,000 in the first 24 hours. We had one of the highest visit and share rates of a Samsung.com Discover blog, with 20% of all Samsung.com traffic on April 1st being Fly-Fi related.

Across social media channels we also reached 1.5 million people and had a myriad of positive comments from our followers and other tech enthusiasts praising Samsung for their great April fool’s idea. All in all, with a campaign spend of under £50,000 and a generated PR value of over £500,000, we were able to deliver in excess of a 1000% ROI for the client and developed something that we, as an agency, are immensely proud of. We also got an intimate education about Pigeons and saw first-hand how impressive lady Penelope and her kit really are.