The goal was to take the traditional film sponsorship model and transform it into one that was interactive. Samsung wanted to change the existing model and came up with the core idea to focus on the fan experience at every touch point. Where above the line advertising is typically king, we created tangible, meaningful experiences to build emotional connections with Samsung technology and in turn the film.

Each traditional tent pole campaign moment was amplified by a fan-driven activation. When the film held their standard Hall H panel at San Diego Comic Con, Samsung created an immersive Belle Reve footprint for over 3,600 fans to explore. While you typically watch the film’s pivotal fight scene from your couch, Samsung put fans inside Harley Quinn’s POV through the power of VR. Our partnership brought the film experience to fans like no brand has done before through Samsung’s technology.

A steady stream of collaborative activations brought the Suicide Squad campaign to life.

-Product Placement – Film integrations with A-List talent (Jared Leto, Viola Davis, Jai Courtney).

-Exclusive VR Content – Squad 360 was created exclusively for Samsung VR with a Behind-the-Scenes video featuring the cast using the Gear VR.

-National Promotion – Suicide Squad-themed Samsung Experience Shops took over Best Buys nationwide encouraging hands-on trial of the Tab S2.

-Comic Con – Created an immersive film-inspired footprint powered by Samsung technology, featuring surprise cast appearances. Scott Eastwood captured his first Comic Con on the Gear 360.

-Samsung 837 – Brought Suicide Squad-themed activations and a chance to attend the World Premiere to Samsung’s experiential center.

-World Premiere – Comprised of an 81-Tab S2 installation, VIP Viewing Area, Gear 360 Photo Station, and cast members surprising fans with digitally signed Tab S2s. Samsung powered the After Party for 700+ attendees.

With VR at the forefront, the partnership proved to be a major success for both parties. The partnership helped contribute toward the film becoming the record highest box-office grossing August opening of all-time. It also led to strong metrics for Samsung:

- 141K+ Squad 360 views on SamsungVR.com

- 30K+ views of BTS video on Samsung Mobile USA YouTube Channel

- 42M+ media impressions across 291 placements

- 114M+ social impressions

- 760K+ social engagements

- 42k+ device interactions

- 6K+ Gear 360 interactions

- 3,600 attendees at the Comic Con activation

- 88% of Comic Con attendees reported an improved Samsung brand opinion

- 62% of Comic Con attendees indicated an intent to purchase or upgrade to a Samsung mobile device (Increase of 27%)