Key Points:
- Gen Z Focus: Samsung’s “First Flips” campaign leverages skateboarding culture to connect with Gen Z and promote the upcoming Galaxy Z Flip 5.
- Olympic Synergy: The campaign aligns with Samsung’s Olympic partnership and the upcoming Parisian Unpacked event, fostering excitement for the new foldable phone.
- Social Media Showcase: Three young influencers document their skateboarding journey on the Galaxy Z Flip 5, generating buzz through popular platforms like TikTok and Instagram.
Samsung has consistently positioned its Galaxy Z Flip series as the epitome of youthful cool, boasting stylish aesthetics with cutting-edge functionality. Now, the company ups the ante with the “First Flips” campaign, a novel marketing strategy that fuses skateboarding culture with the soon-to-be-released Galaxy Z Flip 5.
This unconventional approach goes beyond the mere “fellow kids” trope. “First Flips” capitalizes on the shared concept of “flipping” between the dynamic action of skateboarding and the innovative folding mechanism of the Galaxy Z Flip 5. This clever connection resonates with Gen Z’s appreciation for both individuality and technological advancement.
The campaign, a collaborative effort between Samsung, global creative network Iris, and Skateboard GB, extends beyond mere product promotion. It aims to cultivate a fresh wave of skateboarding enthusiasts in the UK, particularly in anticipation of skateboarding’s debut at the 2024 Paris Olympics. This strategic timing dovetails perfectly with Samsung’s role as a longstanding Olympic partner. Their upcoming Parisian Unpacked event, coinciding with the Games, will serve as the grand unveiling platform for the Galaxy Z Flip 5 alongside the intriguing Galaxy Ring.
Building upon its existing partnership with Skateboard GB, which provided funding for skateboarding lessons in the UK, “First Flips” deepens Samsung’s commitment to the sport. Three rising social media stars – Yung Filly, ArrDee, and Mia Regan – will embark on their skateboarding journeys under the tutelage of seasoned coaches from Samsung’s Team Galaxy Skate.
Their progress will be meticulously documented using the Galaxy Z Flip 5, with captivating content shared across popular platforms like TikTok and Instagram. Additionally, each participant receives a custom-designed skateboard and a Galaxy Z Flip 5, further incentivizing their engagement and content creation.
This multifaceted campaign transcends a traditional marketing blitz. It fosters a genuine connection with Gen Z by tapping into their cultural preferences and aspirations. By skillfully weaving together the thrill of skateboarding with the cutting-edge Galaxy Z Flip 5, Samsung aims to solidify its position as the go-to tech brand for the next generation.
