Samsung Canada
Galaxy S5 and Gear Fit Launch with celebrity fitness expert Tracy Anderson
North Strategic needed to get lifestyle media (which typically does not cover new technology launches) to write about the Samsung Galaxy S5 and Gear Fit, two devices that work together to help users take more control over their everyday fitness.
In April 2014, Samsung teamed up with celebrity fitness expert Tracy Anderson to generate excitement for the GS5 and Gear Fit by sharing her expertise on how to integrate technology into a person's everyday workout. With an exclusive invitation to experience the devices through an interactive fitness class led by Tracy Anderson, reporters were able to experience the benefits of the Galaxy S5 and Gear Fit and track their fitness in real-time.
The media day included three fitness classes where 27 top lifestyle media such as Elle Canada, Toronto Life, Yahoo! Canada and Chatelaine were briefed on the GS5 and Gear Fit in an interactive training class. Through the class, Tracy showed how the new S Health 3.0 app on the GS5 works with the built-in features of the Gear Fit to motivate consumers to live a healthier lifestyle.
In addition to the fitness classes, a local media tour was conducted with Tracy, which included 1:1 interviews with top print, online and broadcast news outlets to amplify the message and introduce consumers to the fitness benefits of the Galaxy S5 and Gear Fit.
To support the campaign, influencers were also engaged with a social media drop featuring the GS5 and Gear. The influencers represented an array of millennial-focused industries including sports, fashion, music and entertainment, targeting Trend Hunter's Jeremy Gutsche, TSN's Cabbie Richards, artist KardinalOffishall, tech expert Amber MacArthur and others
Samsung also embarked on a three-city media tour through Toronto, Montreal and Vancouver with key spokespeople to introduce regional tech media and influencers to the GS5 and Gear. And each attendee left with their own device to review.
Throughout the April media day, 27 journalists participated in fitness classes led by Tracy Anderson. Seven broadcast interviews, as well as three one-on-one interviews with top-tier print outlets were conducted on the media tour. To date the GS5 and Gear Fit have been featured in 225 stories, resulting in almost 200 million media impressions. The response from influencers targeted with the social media drops has been positive, with over 2.6 million impressions to date.
