How do you organise a product launch with media and influencers?

Design spaces built to generate content, control schedules and capacity so every guest has a good experience, protect product information and set up a dedicated space for interviews with the most relevant profiles.

Which ideas work for a launch event with limited capacity?

Going for exclusivity and sophistication: spaces transformed by artists, separate settings for each product, controlled visiting slots and interview areas. A small capacity lets you take much more care over every detail.

SamsungCase study

Samsung Galaxy S21: a launch event with media and influencers in Mexico City

Samsung had to launch its 2021 flagship phone in the middle of the pandemic, with no crowds and strict control of information. The event took place on the roof garden of the Sofitel hotel in Mexico City, with two spaces transformed by artists for the S21 and S21 Ultra models.

ClientSamsung
FormatProduct launch
PlaceSofitel hotel roof garden, Mexico City
Year2021

The challenge

The challenge was to launch Samsung’s new device, the flagship of 2021, under the reality of a pandemic that ruled out large gatherings and mass events. All with strict control of information, yet taking the sophistication of the experience to a new level.

A product launch lives on coverage: media and influencers need to leave with strong content and an urge to share it. In 2021 the usual tools for achieving that, such as the big stage, the packed room or the collective buzz, were off the table. The event had to make up for scale with quality, manage precisely who came in and when, and protect product information without the experience feeling cold or restrictive. Fewer people, but every guest had to leave with better stories than at a mass event.

The idea

The concept was to bring in spaces transformed by artists to show the 2 sides of the S21 and S21 Ultra models, plus an extra space for special interviews with the VIP influencers attending.

It works because it answers the restriction with an advantage. If there cannot be a crowd, make every visit a gallery experience. The two spaces, clearly defined by their tones and styles, represented the two models and were designed so guests could photograph both wide shots and the finest detail. In other words, the space was designed to generate content, which is exactly what media and influencers need. The Sofitel roof garden provided a sophisticated, open setting, and strict control of schedules and attendance made the experience possible within the health restrictions.

What we did

Launch event on the roof garden of the Sofitel hotel, Mexico City
Strict control of schedules and attendance for media and influencers
Two spaces transformed by artists, one per model: S21 and S21 Ultra
Spaces defined by tones and styles, designed for both wide shots and detail
Interview space for VIP influencers

Key takeaways (expert view)

If your launch cannot be big, make it exclusive, and design every corner so media and influencers leave with great photos.

Design the space for the camera

Both spaces were designed to be photographed, from wide shot to detail. At a launch with media and influencers, the set is the content. It is one of the most useful lessons for venues and producers in the industry: if the space is not designed to generate images, the event depends on the photographer’s luck.

Restriction as an argument for exclusivity

With no mass capacity, the event went for sophistication. Controlled schedules and few guests turn a limitation into a private experience. It is an approach that works for any premium launch: a small, carefully crafted event can generate more conversation than a big one, as long as every guest feels they have experienced something reserved for them.

One space per product

Splitting the experience into two settings, one for the S21 and one for the S21 Ultra, makes the difference between models obvious without any speeches. The architecture of the space tells the message. For brands launching ranges or versions, and for the agencies producing those launches, translating the portfolio into distinct zones is a clear way to communicate.

Services involved

→Experiential marketing →Live content →Live campaigns →Marketing and communications agency specialised in the events industry