Projects: Samsung Drives 80-Foot Interactive Line-Up In Toronto

April 7, 2015 by Dave Haynes


Samsung has been running an interesting video wall/social integration piece at Toronto’s Yonge-Dundas Square that’s built around driving hype for the company’s latest smartphone, the Galaxy S6.

An 80-foot wide and 10 foot tall LED wall at the city’s main media crossroads (think Times Square on a smaller scale) plays with the concept of a lineup, and shows green-screened actors in different scenes, with headshots of contest entrants on top the bodies.

Says a news release:

Fueled by social media participation, the lineup rewards participants with points for sharing content inspired by the GALAXY S6 on their personal Facebook, Twitter and Instagram channels with the hashtag #S6Lineup. Based on points earned from these daily shares, consumers will move up the line with the top six broadcast throughout the contest on Samsung Canada’s Yonge-Dundas LED billboard, the largest of its kind in Canada, and receive some of the first GALAXY S6 devices in Canada on launch day, April 10th.

To bring the excitement to life, consumers in spots 7 through 50 in the #S6Lineup will also be featured on a huge 80 foot installation at Yonge-Dundas Square.


“We know how excited Canadians are to get their hands on this latest device and are launching the #S6Lineup as a fun and interactive way to reward our biggest fans,” said Mark Childs, Chief Marketing Officer, Samsung Canada. “The GALAXY S6 is the next level of design and performance, featuring a stunning metal and glass design and Samsung’s most powerful processor ever. The #S6Lineup will bring Canadians closer to their favourite features of the GALAXY S6 in a truly unique way.”

The promo runs through tomorrow.  The board broadcasts what is happening in the virtual line, giving spectators the ability to see the progress of participants as they work their way towards the front position. The top six participants who have earned the most points in the contest will be broadcast on Samsung’s Yonge and Dundas billboard, as well as on major billboards at Metropolis at Metrotown in Vancouver and Montreal’s Eaton Centre.

Here’s a brief Instagram video …

The project was put together by the agency Cheil, and technical execution is by WrightXM.



Leave a comment