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Reddit enlisted Set Creative to help conceive and implement the execution of their first-ever “IRL to URL” offering for their “RPP” (Reddit Partner Program) key advertising partners. For this endeavor, Reddit partnered with Samsung for the launch of their new GalaxyZ Flip4 phone. The goal was to bring Reddit’s communities to life, while highlighting the newly released Samsung product, in a buzz-worthy hands-on experience that was also highly capturable and could be leveraged for advertising content on-platform.
The activation took place at the heart of Samsung’s flagship “Unpacked” product launch in NYC. Utilizing a pop-up space within the Samsung experience, we designed a dynamic interactive space highlighting the Reddit communities r/oddlysatisfying and r/coloring, while also aligning with the color, character and experience of the new Galaxy Z Flip4.
Brand ambassadors were outfitted head-to-toe in quirky Reddit fashion and served as product experts, allowing enthusiastic guests to experience the Galaxy Z Flip4 in an immersive way, while also walking away with some r/oddlysatisfying swag and memorable impressions of Reddit + Samsung.
The activation proved to be a highly successful inaugural execution of Reddit’s “IRL to URL” RPP offering, with plans for it to be used as a beta example for other customers. The series of immersive experiences highlighted the duality of community marketing with IRL content capture being turned into custom promoted in-feed content.
Over the 3-day activation:
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