As part of the launch of the new Avengers film, Samsung and Marvel collaborated to provide a wide range of themed products and consumer experiences to fans, including a mind-blowing virtual reality experience.
The immersive two minute experience that was designed for the Galaxy S6 and Gear VR Headset places fans in the middle of a battle between the Avengers and Ultron robots.
As part of this evidently big budget campaign, two cinematic films titled ‘Assemble’ were made to act as ‘recruitment’ films for the VR experience. In the films, the likes of Lionel Messi, Eddie Lacy, John John Florence, Fabian Cancellara, and two superfans all receive mysterious suitcases that match them to an Avenger and send them to a secret hideout. There, they train to become the heroes with the help of the Galaxy S6 and Gear VR headset.
The mission eventually broadens out to the wider audience of Avengers fans and they are then invited to take part in the 360° viewing experience through the Gear VR headset via an app available in the Oculus VR store.
And the campaign didn’t just end there.
Fans could also customize their S6 with new Avengers themes, and the brand also offered an exclusive Avengers’ accessory bundle to those who pre-ordered the Galaxy S6. For those who already own the smartphone, a selection of newly launched official Samsung accessories are available to buy, including Avengers-themed phone cases and a wireless charging pad in the shape of Captain America’s shield.
Samsung also rolled out a series of activities for retail, online and digital channels, as well as a special promotion where 1000 super fans were sent the briefcases seen in the films, containing an S6 preloaded with the 360-degree experience.
The collaboration comes as part of the larger Marvel campaign - ‘We Are Greater Than I’ - built around the theme of teamwork. The collaboration of the two brands is certainly a fitting one here; said theme of teamwork prevails throughout Samsung’s sports and entertainment projects and is obviously a major theme in the Avengers movies (where the world’s greatest superheroes work together as a team). And the collaboration of two of the world’s greatest brands - Samsung and Marvel - is a nice nod to that.
The immersive two minute experience that was designed for the Galaxy S6 and Gear VR Headset places fans in the middle of a battle between the Avengers and Ultron robots.
As part of this evidently big budget campaign, two cinematic films titled ‘Assemble’ were made to act as ‘recruitment’ films for the VR experience. In the films, the likes of Lionel Messi, Eddie Lacy, John John Florence, Fabian Cancellara, and two superfans all receive mysterious suitcases that match them to an Avenger and send them to a secret hideout. There, they train to become the heroes with the help of the Galaxy S6 and Gear VR headset.
The mission eventually broadens out to the wider audience of Avengers fans and they are then invited to take part in the 360° viewing experience through the Gear VR headset via an app available in the Oculus VR store.
And the campaign didn’t just end there.
Fans could also customize their S6 with new Avengers themes, and the brand also offered an exclusive Avengers’ accessory bundle to those who pre-ordered the Galaxy S6. For those who already own the smartphone, a selection of newly launched official Samsung accessories are available to buy, including Avengers-themed phone cases and a wireless charging pad in the shape of Captain America’s shield.
Samsung also rolled out a series of activities for retail, online and digital channels, as well as a special promotion where 1000 super fans were sent the briefcases seen in the films, containing an S6 preloaded with the 360-degree experience.
The collaboration comes as part of the larger Marvel campaign - ‘We Are Greater Than I’ - built around the theme of teamwork. The collaboration of the two brands is certainly a fitting one here; said theme of teamwork prevails throughout Samsung’s sports and entertainment projects and is obviously a major theme in the Avengers movies (where the world’s greatest superheroes work together as a team). And the collaboration of two of the world’s greatest brands - Samsung and Marvel - is a nice nod to that.
Joss Davidge is Director of the Unexpected at BEcause, the award-winning live brand experience agency, dedicated to enhancing Brand Love.
Read more from him in our Clubhouse.
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