Samsung Unboxing Puzzles

Not your average unboxing video

Riddle me this: what happens when you put Twitch influencers, Samsung phones, and a lockbox together in one stream? A puzzle game with thousands upon thousands of players!

To promote a new phone, Samsung reached out for the support of Butcher Bird Studios in collaboration with Twitch. Key streamers received a box containing a Samsung Galaxy Z Fold3 via mail, but as opposed to an ordinary unboxing video, they had to crack a code and solve a series of puzzles and riddles, tailored to them and–by extension–to their audience.

A puzzle game with thousands upon thousands of players!”

The activation was a personal, intimate challenge for streamers to unbox the Samsung phone, but they weren’t alone in this experience–they had all of their followers to help them out! This meant that we could leverage each influencer’s audience and the power of a streaming platform like Twitch to turn something typical into content that was interactive, engaging, and out of the ordinary.

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