SuperStar Galaxy

CHALLENGE

Compared to Apple’s dominance in gaming & music culture, Samsung has zero relevance with Gen Z. So we were asked to create a metaverse concert like no other.

AUDIENCE INSIGHT

The most popular experiences on Roblox are “life sims” which let kids experiment with different identities: high schooler, homeowner, pet lover, pizza maker. It’s the virtual version of playing house.

STRATEGY

Don’t just hop on the Metaverse concert bandwagon. Build a popstar “life sim” Roblox game powered by Galaxy.

CREATIVE

We created one of the most ambitious branded games in the metaverse yet: Superstar Galaxy. In this intergalactic music festival, players are coached by Charli XCX on their in-game Z Flip phones to become pop stars: performing on stage and customizing their stage show.

RESULTS

• 8.5M Visit

• 8.5min Avg. Playtime

• 5M Daily Active Players

ROLE

Audience Research / Creative Brief / Concepting / Measurement