A combination mobile and desktop site that lets users try out the new Samsung Galaxy S6 edge, using the phone they already own.

Users control a virtual Galaxy S6 on screen simply by moving their physical device in their hands.

Rather than relying on some webcam trick, the user’s accelerometer is used to link their device to the one onscreen. Every move they make is mirrored by the onscreen device, giving them a firsthand view of every angle and feature.

Throughout the experience, spontaneous video demonstrations explain key features, giving the same kind of information you’d get from an in-store salesperson.

It even knew the exact kind of device users were holding, sending them custom alerts pointing out the differences between their phone and a Galaxy S6.  

It’s a brand new way to try out a brand new device, making the barrier between physical and digital shopping a little lower.

We leveraged WebGL technology to display a fully rendered 3D model of the phone within the user’s browser window. The connection between their existing phone and the virtual one on the site was enabled using node.js and socket.io connections. Videos were deployed at key points based on the physical position of the user’s device.

The experience connected to a user’s phone via a dedicated mobile site. The build was also customized to enable it to run on more than 80 interactive touchscreen kiosks in malls across the country. Online advertising also drove to the experience. Featured prominently on the Samsung.com homepage, it was accessible to all US-based visitors.

Key features were demonstrated with videos and CGI elements, creating heightened versions of real life scenarios. Clean, simple typography and a tightly defined visual system provided a consistent tone across the desktop and mobile screens, which was key to creating a seamless experience. Once the user had linked their phone, the interface became minimal, pulling away to allow them the freedom to control the experience just by moving their device.

We adopted an agile, iterative approach to the build, continuously refining the CG elements and the site itself. Concepting, development, and deployment took approximately 3 months.

The execution was successful at driving audience interest with a 97% unique visit rate. Over half (51%) of all visits came specifically from Apple devices. Paid support for the execution drove qualified traffic, raising time on site from 3 minutes to 7 minutes and lowering bounce rate from 60% to 47%. Over the course of the campaign, there were over 1,200,000 site visits to the experience.