SILVER

Samsung “Galaxy & the Golden Egg”
Starcom MediaVest Group

Castrol’s Power1 brand needed to reconnect with the youth- its core audience, and kick-start some real conversations.

No other technology segment is growing like smartphones. In Samsung’s effort to showcase the wonders of its Galaxy S II smartphone, they partnered with Rovio to offer owners of the new handset a surprising treat with Angry Birds in the form of a special Golden Egg level. The goal was to give “alpha mobiles” a reason to show off the Galaxy SII to others. The “Golden Egg” unlocks a secret Angry Birds level that takes players to a special galaxy level with never-before-seen “zero gravity” physics. These Galaxy Angry Birds players engaged 24x longer than the established benchmark.