Introduction:

Samsung Fun Metro is a competition site which goal is to support the development of the community and make the highest number of people possible, register on Samsung Fun Club. The element around which we built the whole site was subway. Something what, on one hand, is very well known to young people and what they use frequently and, on the other hand, is associated with something modern and can be used in a creative way. We regarded the subway to be a cult element for the contemporary teenagers to whom the action was dedicated. It matched the brand image with which we wished to cooperate.

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Strona internetowa

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Website’s design referred to subway red. The journey through the website started from giving the answer to a question „how long would you like to go by metro?” Then the user received a ticket, went down the escalator to the metro platform and – depending on indicated time of journey – reached one of the available stations. There were 4 stations on the way: Samsung, Centralwings, Quicksilver and Cinema City. On each of them it was necessary to answer a question correctly. The reward was a products associated with the brand to which the station belonged. The aim was to encourage the users to come back to the website, take part in the competition on the other station and gain the chance to get more awards. The website was accompanied by Internet campaign which with its stylization also related to the characteristic ticket and subway journey.

Internet campaign

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Competition:

1. Competition mechanism:

   In the competition we used „member gets member” mechanism. After taking part in the competition and reaching one of the subway stations the user was registered in the base and on Samsung Fun Club. If he wanted to go on subway journey again he had to actively recommend the site to another person. Only later when the other person registered to the site, did the user receive another ticket letting him continue the journey and a chance to win the prize on another station.

2. Virus station:

   After filling in on the main page an adequate code (defined number of seconds during which we would like to travel by subway) the user reached a hidden virus station that was very sexual. The users who reached it were to guess a password and the process was similar to a game ‘wisielec’. The difference was based on the fact that guessing the letters made the model placed on the station gradually take off his/her clothes. We cared for the code to reach the secret station was spread like a virus and generate more and more users on the page.

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