CHALLENGE

Samsung needed to connect with the gaming community from a different angle, beyond product specs to reflect how gamers actually live and express their passion.

The challenge was clear: how could a smartphone be perceived as "the best portable console" when Samsung doesn't sell consoles at all?

SOLUTION

We created Extreme Setup, the first native social media gaming reality show. By turning a traditional tournament into a digital reality format, we put real gamers, their personalities and their extreme setups at the center of the experience.

Distributed episodically on TikTok and Instagram, and produced entirely with the Samsung Galaxy S25 Ultra, the project showcased the device as a powerful, portable and resilient gaming platform, capable of delivering console-level experiences anywhere, anytime.

RESULTS



The campaign reached over 14.1 million users, generating 63M impressions and 23.6M views, with 31,000 interactions and a 2x engagement rate versus benchmark.

Beyond the numbers, Extreme Setup repositioned the Galaxy S25 Ultra as a credible gaming platform through authentic, creator-led content, strengthening upper-funnel impact and sustaining conversation and engagement throughout the entire campaign lifecycle.