We created an online queue - the first person the the front of the line would get the first Galaxy S4 in New Zealand. Fans move up the line by sharing product related content. The online queue was broadcast live to a custom built 150ft billboard in the heart of New Zealand's largest city - the avatars moved and reacted like a normal line would. Sensors on the billboard triggered the avatars to put up umbrellas when it rained, and get into sleeping bags when night fell all the while sharing posts and comments to real world foot traffic.

12,000 people joined the online queue over the two week period, and as a result of the project 85,000 stories were shared to over 3 million people. This resulted in an organic reach of over 15 million people.

3 months after the launch, the market share of the premium smart phone market grew by 12%.

We came to us with a brief to help launch the Samsung Galaxy S4 in New Zealand. Their idea was to get Samsung fans to launch it for them, by creating a virtual queue that people would join through facebook or twitter. Fans position and movement in the line was driven by sharing product related content.

Samsung's key target audience are sophisticated social media users, and this idea spoke to these people in an original and highly creative way.