A 24-hour Interactive Live Stream
Samsung Grappleshop
Samsung Grappleshop
The Experience
Samsung and Wieden + Kennedy came to us with the ask of how to take the punny idea of the "Grappleshop" and make it a reality in a way that would resonate with gamers so we leveraged some of Twitch's most iconic content phenomena--24-hour marathons and the chat-controlled TwitchPlays trend--to put on Samsung's most successful brand activation on Twitch to date. The idea in a nutshell was to turn the Grappleshot from Halo: Infinite into a glorified toy claw machine that anyone and everyone on the internet could control together to win very real and awesome prizes.
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Associate Creative Director
Writer
Run of Show Development -
Samsung
Halo
Wieden + Kennedy
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2022
Building the Most Epic Claw Machine of All Time
One of our biggest challenges was to build a system that was familiar to the Twitch audience, but worked with real-life robotics on a custom-built (and quite frankly, dangerous) set.
The Grappleshot became a dressed up robotic harpoon gun that ran on an invisible coordinate grid that Twitch chat could control with live polling to aim and shoot items to win prizes, extend the stream time, and unlock secret challenges and easter eggs.
The Results
The event resulted in Samsung's most successful Twitch activation to date--and by a long shot--smashing all previous numbers and expectations.
Turns out that taking a risk and kicking the door in on your content strategy can strike a perfect chord with the right audience.
