The goal was to tap into the extreme sports community: people who push their limits and rely on durable gear to keep up. A notoriously difficult community to engage, let alone convince. This campaign wasn’t about mass appeal, but about crafting credibility and authenticity. With just six carefully selected creators and a highly engaged niche community, the strategy balanced broad reach with genuine influence.
The Experience: Welcome to X-Camp
Six fearless creators were brought together for an exclusive two-day extreme sports challenge, set against the backdrop of the iconic Katwijk beach in the Netherlands.Samsung X-Camp became the ultimate playground for adventure. Partnering with kite-surfing legend Ruben Lenten, we ensured our creators received expert guidance as they took on the challenge. Among the participants? A former Olympian, a professional dancer, a TikTok star, and one of the Netherlands’ most viral Gen Z comedians.
Smartwatch, smart strategy
The strategy behind X-Camp was centered around creating a lasting experience, not just a series of Instagram stories. A carefully selected mix of high-reach influencers and respected KOLs in extreme sports were invited to Samsung X-Camp. The experience began long before the event itself, with a curated adventure pack with essentials designed to spark curiosity. Once at the camp, the focus shifted to real-time content creation, as influencers showcased the product’s features while pushing their limits in thrilling activities. To keep the momentum going, a high-quality after-movie captured the essence of the experience, allowing influencers and Samsung to continue sharing the excitement across their channels, ensuring the buzz lived on well after the event ended.
Samsung Galaxy Ultra made a splash on social
6 creators. 89 posts. 10M+ impressions.
The secret? Building experiences rather than content plans. By giving creators a thrilling, real-life adventure, we allowed them to share raw, unfiltered excitement. Turning engagement into genuine product love. This experience proved that the key to viral success is real moments, real excitement, and real connection.
