Samsung Gear S3 is a new model of smartwatches from Samsung. One of the key features of the new model is a support of Samsung Pay technology that helps to pay with your wrist.

The objective was to announce this key feature to the wide male target audience and change the perception of smartwatch as just useless device for hipsters and geeks, just for show-off.

We conducted a series of events in the most popular Moscow bars on Fridays where we installed these special wrestling tables with NFC terminals.

We invited everyone to these bars with the help of few popular Russian bloggers, who also had a chance to show their manliness and shared videos with their impressions about the event and Gear S3 smart watches in their blogs.

We shot a video showing the contents of these events and shared it in Samsung channels in social networks, calling users to show their brutality with photos as well.