The Challenge

Samsung wanted to OWN New York Fashion week in 2016 and dominate ALL the headlines. During a busy time for media, outlets, influencers and celebrities how do we capture the headlines?

The Execution

For the first time in NYC permitting history The Bait Shoppe closed 24th St (between Madison and Park) and threw a private party for 3,000 lucky fans, editors and celebrities with performances by Travis Scott, Young Thug and Rihanna herself. A private dinner party inside the Edition Hotel was curated by Rihanna and had guests like Kim Kardashian West, Kanye West, Justin Timberlake and more!

The Strategy

Simply – we wanted to do something that has never been done before!

THE RESULTS

1,222

Tweets per Minute

1,114,887,012

Media Impressions

40,000,000

Social Media Impressions
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