SuperStar Galaxy

CHALLENGE

Samsung is struggling to win the hearts of Gen Z vs. Apple. So we wanted to appeal to them where they are, the hugely popular game Roblox.

AUDIENCE INSIGHT

The most popular experiences on Roblox are “life sims” which let kids experiment with different identities: high schooler, homeowner, pet lover, pizza maker. It’s like the modern, virtual version of playing house. Meanwhile, metaverse concerts like Lil Nas X are also big hits.

STRATEGY

Build a game that combines Gen Z’s love of life sims and music. A place to live out their popstar fantasy with Samsung Galaxy.

CREATIVE

Rather than just do a metaverse concert, we instead chose to create one of the most ambitious branded games in the metaverse yet: Superstar Galaxy. In this intergalactic music festival, players are coached by Charli XCX to become pop stars. By performing on stage in front of their friends, players level up with star power which lets them buy new outfits, emotes, and stage props. And of course, players use Galaxy ZFlip3s throughout to navigate around the world and get new quests. After 5 weeks, this event will culminate with a performance by Charli XCX with the players right on stage beside her showing off their new skills.

RESULTS

• 8.5M Visit

• 8.5min Avg. Playtime

• 5M Daily Active Players

ROLE

Audience Research / Creative Brief / Concepting / Measurement