'Celebrity tantrum' - Samsung - Australia

Samsung were aware that many consumer watching high quality entertainment on older model phones and tablets were not getting the same experience enjoyed on their new Galaxy Tabs 2.

They created an ad using a Game of Thrones character and used device detecting technology to target their message - upgrade your old device to a new Galaxy.

4.8 million devices were detected and served a tailored ad which resulted in a 10% increase in market share.