Samsung Lets You Queue Virtually For New Smartphone

NZ Customers Boost Position In Line For Galaxy S4 Via Social Media

Published On
Sep 23, 2013

Editor's Pick

For some, lining up for the latest smartphone release has become a (tedious) rite of passage, but in New Zealand, Samsung saved its customers from the wait by creating a digital queue for the launch of the Galaxy S4. In an update of the virtual queue idea (as pioneered by the likes of Uniqlo), with customers also acting as marketers, people could move up the line by their use of social media: the more likes, re-tweets and comments they got on S4-related content, the closer they moved to the front.

The activity, by Colenso BBDO, also included a real-life version of the virtual queue, with customers able to see their images and place in the queue on a giant LED billboard. The first three in the vitual line were rewarded with a new Samsung Galaxy S4 and a weekend in Auckland to pick up their new handsets. The campaign saw 12,000 people line the virtual line for two weeks, sharing 74,000 product feature stories. Samsung's value share of the smartphone market has grown 12% since the launch of the phone.


Sep 23, 2013
Nick Worthington
Digital Creative Director:
Aaron Turk
Creative Team:
Simon Vickers
Creative Team:
Brett Colliver
Development Team:
Paul Headington
Development Team:
Craig MacGregor
Development Team:
Adam Wood
Agency Producer:
Scott Chapman
Agency Producer:
Paul Courtney
Agency Producer:
Amanda Theobold
Account Team:
Scott Coldham
Production Company:
Open Frameworks Developer:
Custom Logic
Screen Installation:
Oceania LED
Signage Installation:
Director, Marketing:
Mike Cornwell
Group Marketing Manager:
Debbie Fell

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