The world’s first 3D tablet ad allowed people to hold, flip, move and feel the Galaxy SII as if it were actually in their hand. There was no need to click on any ad or banner - they could move it around on their device and see what separates it from the pack. Simply seeing what the phone did, even while on a competitors’ tablet, allowed consumers to decide right then and there that the device they had in their hand was as much hype as it was handset.

To create a physical experience to complement our virtual one, we also used geo-targeted SMS that went out to people who were within a 500-metre radius of stores where they could try the Galaxy SII for themselves. Customers also had the added benefit of a chance to win a one of their own, just for trying it out.

Our 3D ads facilitated something revolutionary: interaction without clicking on an ad delivered 100% interaction rates which produced a 5% Click Through Rate - more than 50x higher than the average online display campaign.

Our targeted messaging drove more than 1,300 people in-store to pick up the phone and enter the Galaxy SII prize draw.

In addition to the Galaxy SII selling out in several retails partner stores within the first two weeks, Samsung sold 5 million Galaxy SII handsets worldwide in the first 85 days. 40x faster than it took the original Galaxy S to accomplish the same feat.