To showcase the Galaxy S23 Ultra’s epic night lens, we launched Explore the Dark, a nocturnal treasure hunt across Switzerland. Gen Z adventurers followed cryptic social media clues at sunset, leading them to hidden phones in Lucerne, Bern, Zurich, Lausanne, and Geneva. With stunning locations, a CHF 10,000 jackpot, and a focus on night photography, the campaign made one thing clear: the Galaxy S23 Ultra doesn’t just capture the night—it owns it.
Explore The Dark
After the big night we launched a wrap up video to announce the end of the event to recap all of the epic moments.
(Event Recap Video)
Explore the Dark was a success, effectively connecting Samsung’s Galaxy S23 Ultra with Gen Z. It achieved impressive results, with 14,000 participants actively engaging in the treasure hunt and boosting product awareness by 25%. The campaign’s videos garnered a staggering 1.9 million views, proving its strong appeal to the target audience.
