Case study: Samsung’s improvisation stars bring ‘Your Song’ live

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As part of Samsung’s promotion of its new Galaxy S 3 in Singapore, the phone maker hires several improvisational musicians, including Merton of Chatroulette fame, to bring personalised songs to via a live webcast. By using fans’ Facebook friends and personal facts, the musicians performed spontaneous compositions to make it ‘Your Song." During the 6 hour show, 61 people had a personalised song sung to them live.

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Brand: Samsung | Country: Singapore | Agency: Cheil Singapore | Sector: Mobile | Format: Video, Mobile, social media

Samsung Galaxy S III took tagline 'Inspired by nature. Designed for humans' as the key theme for this campaign, with the idea of personalised services.

Four improv artists were engaged to create music for the social media sphere, live.

By using fans’ Facebook friends and personal facts, the musicians performed spontaneous compositions to make it ‘Your Song."

The live webcast took place on 21 June 11am – 5pm where users could request for songs to be written about them for them by talented musicians.

They were asked to fill in a quick quiz then watch the show starring musical guests Jack & Rai, Darren Ashley and Merton, the Chat Roulette Piano Guy. After the telecast, viewers were prompted to vote for your favourite song for the chance to win a GALAXY SIII.

During the 6 hour show, 61 people had a personalised song sung to them live. The live cast was hosted by Henry Golding. The campaign was pulled off by Cheil Singapore with the help of BLK A Pictures and Mix Studios.

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