Samsung

Evenlop

Samsung wanted to showcase the immersive power of its Gear 360 camera and VR ecosystem in a way that went beyond passive demos.

(The Vegas Sphere before that was a thing.)

Concept

An exclusive, one-night event tailor made for the Gear 360 cameras capabilities. Transform live music audiences from spectators into active creators and spark ongoing conversations about Samsung VR long after the event.

Execution

Put Samsung’s Gear 360 cameras in the hands of attendees, letting them capture, stream, and share immersive VR content in real time. With take-home Creator Kits, guests became long-term brand ambassadors — turning a single activation into an ongoing content engine.

Insight

Stage shows occupy only about 90° of a viewer’s field of vision, leaving 270° of the camera’s perspective unused. Instead of adapting the camera to the stage, we flipped the approach and adapted the show to the camera.

We’d host the show in a spherical venue: the Hayden Planetarium.

An auditorium filled with people attending a presentation, with a large screen displaying an abstract digital artwork of repeated human faces with closed eyes, surrounded by multiple floating human eyes, and lightning bolts connecting the faces.
A three-dimensional black sphere with white specks on its surface, against a black background.
Abstract black and white digital art with wavy and dotted lines forming symmetrical patterns.

Custom art would be created for the show, filling the entirety of spectator’s FOVs.

Samsung smartphone displaying a digital ticket with a barcode for Hayden Planetarium visit on June 8, 2016, at 7 PM, with the word 'Envelope' on a geometric globe graphic.

Invitation and information

Invitations with unique ticket numbers are sent to Lady Gaga’s most active fans across the Five Boroughs.

A mix of content creators and influencers are selected to balance virality with fan service

Black and white photo of a woman with long, wavy blonde hair on a smartphone screen, with a Samsung Gear 360 camera in the foreground.

Stream & record

Fans breaking exclusive 360 content

Once inside the venue, the audience would be promped to visit envelop.GAGA.com and input their ticket number to record exclusive 360° content using a central Gear 360.

A single-pane microsite will allow audience members to post branded, interactive 360° content from the concert’s conencted camera directly to their socials

Samsung VR headset, virtual reality camera, and smartphone on a black surface with a blue background.

Users become brand ambassadors

Using the Create kits they’ve just received, audience members will create their own 360° content with their new Samsung devices—reinforcing the brand’s reputation among creators as the go-to brand for tools that power their lives.

Create Series kit SWAG

Everyone in attendance receives a special edition, branded Create Series kit, giving them all the tools to create their own engaging and immersive 360° content.

Crowd of people wearing virtual reality headsets outdoors during daytime.