Samsung + Jay Z
To reinforce their Next Big Thing position, Samsung entered into an unprecedented partnership with Jay Z to distribute his heavily anticipated album, MagnaCartaHolyGrail, exclusively to Samsung Galaxy owners three days before its official release. We made owning a Galaxy a more exciting club and we ignited conversation on the future of partnerships, tech, and the changing model of music distribution.
We broke the news of this partnership during game 5 of the NBA game finals with a three minute spot that went on to gain more than five million views online in 24 hours.
The following week, we papered major metropolitan areas with wildpostings and OOH that explained the partnership and continued to fuel excitement for the album.
The OOH, in conjunction with MagnaCartaHolyGrail.com drove Samsung users to download an exclusive app that would give them advanced access to the album and additional behind the scenes content.
Once users downloaded the app, we pushed exclusive content to them every few days. In these videos, Jay Z explains his inspiration for select tracks giving the users a very personal look at the mind and emotions of the icon.
Jay Z Blue
Picasso
Oceans
Nickels and Dimes
The campaign garnered a tremendous amount of press for its documentary-style films and its overall impact on the music industry. Jay Z's Magna Carta Holy Grail went Platinum before it was even released. We shook up the music industry and solidified Samsung as a pioneer in tech and entertainment.
Recognized by One Show, One Show Interactive, The Webby Awards, and at Cannes.
✎ Made at 72andSunny with Jay Kamath, Peter Novesal and Maggie Larsh.
✎ App and website developed by RGA with our film content and design.