Position Samsung Mobile and partners Metro PCS and Cricket Wireless as relevant, authentic, and engaging to target markets while increasing sales velocity of the new Samsung handset by leveraging their association with Jason Derülo on his fall tour.


  • Negotiated sponsorship rights and contracted with a 24- market national tour to allow participating carriers to align directly with the target audience in a credible, cool and unique approach
  • Created a compelling local sales promotion strategy that drove traffic into retail locations and encouraged product trial and sales via download cards for Jason’s music; selected radio partners to communicate key product and brand messages
  • At each stop of the tour, incorporated on-site signage, displays, and activation areas that included banners, text messaging demonstrations, demo kiosks, a photo booth, branded glow necklaces, product giveaways, and on-stage phone integration with Jason


  • 7,297 consumers demoed the new phone
  • 6,358 entered the text to win on site
  • 4,190 consumers participated in the green screen photo booth with a 69% retrieval rate on photos
  • Tour attendance totaled over 35,445