Samsung highlights diversity to celebrate Galaxy's 10th anniversary

Dive Brief:

Samsung launched a campaign that celebrates the 10th anniversary of its Galaxy smartphone by spotlighting diversity and personalization, according to news shared with Marketing Dive.
The campaign includes a 60-second TV spot that highlights the diverse lifestyles of the Galaxy community. The ad features images of a wide range of young creators using their smartphones for such purposes as capturing musical performances or making animation, with the tag line, "A future made by more of us is more interesting."
As part of the campaign, ESPN, Fox Entertainment and Fox Sports have used the Galaxy Note10 in the production of their content, included co-branded "Next-Level Power Promos." Additionally, "Fortnite" players can access an exclusive outfit and emote through Galaxy phones. The brand also curated a digital exhibition showcasing Latinx artists for National Hispanic Heritage Month.

Dive Insight:

Samsung's efforts to carve its own smartphone lane are highlighted in the overlapping motifs of the new campaign. The brand is championing both the racial, gender and stylistic differences among its users and the dynamic technological capabilities of its hardware.

The diversity focus of the hero spot is echoed by a digital exhibition about stories behind how Latinx artists use the Galaxy Note10 to make art for their communities. The phone maker said the works will "come to life in digital out of home soon," but didn'tt provide other details.

The commercial also shows footage of creators using the Galaxy's native tools, including the S10's prograde camera, the Note10's video editing app, video capture on the A50 and immersive augmented reality on the Note10 5G.

That theme is extended to Samsung's work with media partners. As part of the campaign, ESPN production teams shot two popular series on the network, "Highly Questionable" and "Pardon the Interruption," exclusively with the Galaxy Note10, airing them within a few hours.

Callaborating with "Fortnite" on elements inspired by Aura Glow Note10 allows Samsung to connect with the burgeoning gaming market. Despite some drops in social media engagement, "Fortnite" remains a force in gaming and favorite among otherwise elusive consumers like Gen Z.

Nike's Jordan Brand in May teamed with the online game for a product integration that outfitted characters in some of its signature sneakers. The #FortniteXJumpman partnership included two new, limited-edition skins — downloadable character variants that users pay for — wearing Air Force 1s in a variety of colors.