Challenge
Samsung Mobile wanted to reach the UAE’s gaming community during the Galaxy Z Fold6 launch. The goal was not to replace the main product campaign, but to support it with an activation that showed the device’s power and foldable design to gamers.
Approach
Plan Digital created a gaming tournament to engage the esports community and highlight the Z Fold6.
- Influencer Hosts: The event was led by Twitch Buffy and Xarshyy, two well-known UAE gaming influencers. Their presence added trust and authenticity.
- Immersive Gameplay: Players competed using the Galaxy Z Fold6, demonstrating its foldable screen and high performance.
- Content Creation: Short-form videos, reels, and influencer stories were produced for Instagram, TikTok, and YouTube.
- Community Engagement: The activation blended competition with entertainment, ensuring both players and audiences connected with the device.
Results
- Reached millions of impressions across the UAE.
- Strengthened Samsung Mobile’s link to gaming and youth culture.
- Supported the Galaxy Z Fold6 launch by targeting a new audience segment.
- Positioned the device as a foldable built for performance and play.