SAMSUNG SECRET MENU

To coincide with the launch of Samsung’s latest phone; Galaxy S10, we set out to create a digital rewards platform that benefitted all Samsung mobile users. Inspired by the S10’s new ‘food mode’ camera lens and backed up by data that the brands TA’s favourite past time was seeking new eating experiences, we partnered with four unique dining chains across the UK to launch the Samsung Secret Menu. We co-created a unique mouth-watering-dish for each chain, developed their AR activated Secret Menu POS and through device gating made sure that only Samsung phones could unlock and enjoy - promoting it through social and DOOH.

ROLE: Creative Lead AGENCY: AMVBBDO MEDIA: Digital, Social, DOOH, Partnerships RESULTS: TBC (But currently Samsung’s most successful digital engagement campaign to date)

USER JOURNEY & RESTAURANT COMMS

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AR codes printed on bespoke table comms invited Samsung diners to scan & reveal the device gated Secret Menu - other phones couldn’t unlock.

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Each partner restaurant had their own Secret Menu item and bespoke menu design.

CAMPAIGN COMMS

The campaign was launched on Instagram, FB & SnapChat stories showcasing a variety of mouthwatering comms that encouraged users to find out more.

Escalator media appeared near participating restaurants.

Key campaign assets featured a range of beautiful ‘slo-mo’ food shots representative of Secret Menu items.

The shots were specifically design for certain ingredients to fall in front of ‘Secret Menu’ bringing to life the hidden nature of the campaign.

FUTHER SOCIAL AMPLIFICATION

Working with partner the restaurants, UniLad, Pretty 52 and food bloggers to to get further campaign reach