ABOUT

Samsung came to us with a challenge to connect with millennials and Gen-Z, and make Samsung desirable. We came up with the Samsung Secret Menu, partnerships with nationwide restaurants (Bills, Pizza Pilgrims, The Breakfast Club, Patty & Bun), offering secret menu dishes available to Samsung owners only. I was the lead producer across campaign development and production kick-off, and EP overseeing production and delivery.

We worked with tech development company REWIND to produce an AR web app that allowed diners with a Samsung device to access a secret menu item, using a QR code on-site as the marker.

Each restaurant had their own bespoke QR marker, flyer with instructions on how to access the dish, and AR menu designed featuring the dish and price. Non-Samsung owners were redirected to a purchase page for the new S10 device.

As food and food photography is a high currency for millennials on social, we ensured we had desirable food vignettes to tease the secret menu activity on social.

Media partnerships with the LadBible group ensured reach amongst our target audience, and the results showed that we delivered on our KPIs:

58% of millennials thought Samsung was a more relevant brand

61% would consider a Samsung as their next phone

We saw over 250k unique visitors to the Samsung website as a result of the secret menu activity, over 1800 pieces of UGC and 160+ media mentions.