Samsung X Karl-Anthony Towns
Summary
For the 2015-2016 NBA season Samsung partnered with rookie Karl-Anthony Towns to follow him on his journey from the 2015 NBA draft, where he was selected #1 overall, to the 2016 NBA All-Star Weekend in Toronto where he put on a show.
Goal
Show fans that when you follow Samsung, you gain special access to exciting people at the biggest moments of their lives.
2015 NBA Draft
Background
Ahead of the draft we were looking for a unique angle to tell KAT’s story as he prepared for the biggest night of his life. We caught wind that KAT was, in a way, not entering the draft alone. He was bringing his alter-ego, “Karlito” along for the ride.
Plan
Since Karlito was the voice of wisdom in KAT’s ear we knew the world had to meet the legend. A real Karlito was made and we set up a Twitter and Instagram accounts to help him build his own following. On the day of the draft, he took his fans on a tour of NYC before heading to the draft to meet up with KAT.
Results
If you were a fan of Karl-Anthony Towns, you were a fan of Karlito too. Within two weeks, the pages amassed nearly 20K followers as fans chimed in to wish Karlito love and luck at the draft and in the NBA.
2016 NBA All-Star Weekend - Toronto
Background
KAT was off to a hot start after getting selected #1 overall in the draft and was off to Toronto for the 2016 All-Star Weekend. We knew we had to be there with him and bring our fans along. Earlier that year, Samsung launched their Snapchat channel so this was a big opportunity to drive fans to the channel to grow that audience.
Plan
We wanted to give Samsung owners a unique behind-the-scenes experience at the All-Star Weekend so we planned a full schedule of activities for KAT when he wasn’t scoring buckets. To make sure he wasn’t alone, we partnered with Vine legend, King Bach, to be KAT’s sidekick for the weekend.
Results
Fans tuned in on Snapchat all weekend as KAT and King Bach tore it up in Toronto. Samsung’s Snapchat channel was off and running as the weekend’s performance increased the channel following by more than 150%.
