Showcasing a next-generation device with a next-level tournament

4 gamers behind 2 computer screens and yellow and black background that says

Opportunity

To create an ownable, repeatable, headline-worthy launch moment that blends what fans love about Tribe Gaming with the power and performance of the Samsung Galaxy S23 Ultra.

Mission Galaxy poster with logo

Approach

What better way to show the power and performance of the new Galaxy S23 Ultra than putting it in the hands of the biggest mobile gaming and esports group – Tribe Gaming. tms placed the device’s superior performance, power, and innovation at the forefront of all the messaging as well as leveraged Tribe Gaming talent, IP, community and tournament activation to create a stand-out moment.

Gamer plays on Samsung mobile device in front of computer screen

Outcome

Enter “Mission: Galaxy” a next-level mobile gaming tournament with a futuristic creative direction that showcased the new Samsung device’s advanced technology and features. Pairing the Galaxy S23 Ultra with eight of the most popular Tribe creators, we brought to life the ultimate battle. Tribe Gaming echoed our creative direction across their channels and released a series of unique unboxing social videos to raise hype in the run-up to the event.  On the day of the event, the tournament featuring eight Tribe competitors was live-streamed across the platform, with content amplified by Tribe Gaming’s vast social community to increase viewership. The livestream itself also included midroll content during “intermission” there were unique “ads” Tribe created with Samsung approval, and Samsung also provided some of their product ads to include in the block.

 

The $15,000 1v1 tournament is available to view online.

2 hosts of the Samsung Galaxy video game event conversing

Results

1+ Million
Pre-event views
457 Thousand
Live event views
388 Thousand
Post-event engagements
1.9 Million
Total impact

Watch Mission Galaxy Highlights

We’re thrilled with the results of Mission Galaxy. With the support of partners like tms and in collaboration with Tribe Gaming, we were able to reach millions of mobile gamers and demonstrate the gaming capabilities of the Samsung Galaxy S23 Ultra. Mission accomplished!

Janet Lee
SVP of Mobile Experience at Samsung Electronics America

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Remixing the past to create the future

made originals art display - case study featured image

Opportunity

adidas’s “made Originals” campaign demanded a finale that would be both a relevant cultural moment and a ​celebration of the brand’s heritage. Centered in London, the city needed to permeate the experience.

woman in a track suit

Approach

tms set out to create an experience that would fully immerse adidas’s community in a brand world that was more than just a party. We mashed up the past and present by paying homage to iconic brand moments while partnering with local communities to show what “made Originals” means to them and to provide an authentic voice that resonates with Gen Z consumers.

screens
live music

Outcome

Taking over subterranean West London venue Ambika P3, tms transformed the space with a bespoke creative identity that celebrated the city’s aesthetic and vibe. The whole event was live streamed on TikTok, allowing the public to browse and purchase classic products. Working alongside key brand partners, Blondey McCoy and Gary Aspden, we conceptualized and brought to life a host of immersive experiences. These included exclusive product drops, customization workshops, skate demos, interactive gaming, digital competitions, and previously unseen archival exhibitions. Visitors were also transported to a digital representation of the “made Originals” world through a personalized 3D avatar and an exclusive FORTNITE world — playable alongside London gaming collective Black Girl Gamers. The two-day events came to an energetic close with performances from established British rapper slowthai, DJ collective GirlsDon’tSync, and South London rapper Che Lingo. We used the adidas CONFIRMED app as a digital “host” for the event, delivering hyper-local push notifications to inform attendees of what was happening, offer exclusive product raffles within the space, and manage all ticketing, and communicate pre/post event.

The team created a jaw-dropping experience giving Gen Z London the ultimate immersion into the world of ‘made Originals.’​ adidas has played such an important role in shaping London subcultures around fashion, music, and sports. It was a privilege to reflect on this heritage and look to the future by collaborating with creators at the forefront of their communities.

Hannah Partridge
SVP Client Engagement, tms
people at the event

Results

58 Million
global impressions
10,000 Engagements
on the CONFIRMED app
1,450 Attendees
at the “made Originals” experience
crowd of people

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Solidifying Samsung Galaxy as the go-to brand for mobile gamers

Person playing a mobile game

Opportunity

tms had to establish Samsung Galaxy as a prominent player in mobile gaming and authentically connect with Gen Z gamers.

Samsung Galaxy and Tribe logo

Approach

A huge Gen Z passion area is mobile gaming. While gaming, in general, has grown exponentially, mobile esports and gaming specifically have made significant contributions to that growth. We needed to demonstrate the power and performance of Samsung mobile devices by showcasing how the mobile esports players compete better and win more with Samsung Galaxy.

Outcome

tms set out to solidify Samsung Galaxy as the leading brand for mobile gamers, and what better way to do that than to turn the world’s biggest mobile gaming creators into Galaxy ambassadors? We needed to find the right partner to collaborate with. Introducing Tribe Gaming, America’s most influential mobile esports organization, with 21 creators and 28 esports players. We created a wealth of custom Tribe/Samsung Galaxy content that featured the creators using the device. This was used across multiple channels and included: announcement videos and cut-downs, YouTube video integrations, social posts, and creating its own bespoke tournament.

4 people

Results

60+ Million
device views in action
98.3% Positive
brand sentiment
20+ Created
unique pieces of content

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Creating a one-of-a-kind experience for modern tastemakers

McDonalds clay sculptures

Opportunity

We had the chance to reinvigorate classic menu items through launching McDonald’s first Artist Residency ​program and driving cultural relevancy for one of the world’s most loved brands.

McDonalds Cactus Plant Flea Market

Approach

Working in tandem with McDonald’s agency partners, tms helped amplify the brand’s place in culture by creating a program that connected the brand with today’s leading creatives — a fresh way to promote classic menu items. Known for its designs that feature an array of characters, Cactus Plant Flea Market has a niche place in the cultural zeitgeist and was the perfect partner to kickstart the program. Tapping our collective marketing and sourcing expertise, we turned heritage characters into highly-sought-after premium collectibles. Not only did we design the figurines themselves, but we also developed retail, packaging, and omni-channel assets.

Happy meal with toys

Outcome

This program outperformed projections across many key objectives, including average check amount and units sold, netting ​out to an early end to the program due to depleted supplies generated from high popularity. The ​successes of this program outweighed previous Famous Orders/Big Bet campaigns for the brand. The program also garnered high levels of attention and positive mentions from traditional and social media.

Yellow artist residency figurine being removed from bag

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Doubling the appeal of the UK’s biggest prize promotion

McDonald's Double Peel Monopoly logo featuring Mr. Monopoly on a game board

The Opportunity

The physical peel, central to McDonald’s MONOPOLY game play, has always been well-loved, but its joy is short-lived. Our opportunity was to build a wider-reaching, longer-term, more immersive brand and digital experience so that consumers could continue playing and winning beyond the physical peel.​

Double Peel Monopoly logo in the middle of a Monopoly game board

Our Approach

Customers have always loved the on-pack peel, however this year, instead of peeling to reveal a potential loss, Double Peel extended the game in the McDonald’s app – transforming customers’ phones into a MONOPOLY® gameboard. Players still had the opportunity to peel the label on their promotional food item for a potential Instant Win, but now they could also scan a property code to complete sets in the McDonald’s app. Each property banked in the MONOPOLY®  Wallet gave players another chance to win an array of prizes via the Digital Peel in the app. tms brokered contracts between McDonald’s and over 20 prize partners, including BMW, Paramount+, TUI, JD Sports, See Tickets, Photobox, Wrappz, Zavvi, Go Ape, GLOSSYBOX, SkullCandy and AO.com. Customers had the chance to win everything from a new Mini Cooper, to shopping vouchers and personalized accessories.

Three phones featuring the Double Peel Monopoly game in the McDonald's app

The Outcome

After 16 years, we created a next-generation McDonald’s MONOPOLY® game, inspiring customers to double down on what they love and created a campaign that magnified the double feel-good feeling of the peel in a fun and engaging way. By extending the promotion into a more immersive app experience, we not only gave customers additional ways to play and win but also fostered high engagement making this year’s MONOPOLY® the biggest and best to date.​​

McDonald's Double Peel Monopoly packaging, featuring Big Tasty clamshell, two cold drink cups, Twix and Maltese McFlurries, and Chicken Legend box

Results

4.2 million
Unique players playing 77 million times!
+39% YOY
Unique Players
+191% YOY
Valid codes entered
99%
Digital peel rate

By extending our popular MONOPOLY® promotion at McDonald’s into a more immersive app experience, we’ve not only given customers additional ways to play, we’ve also built a wider, longer-term engagement in the game over the 6-week period – along with more ways to win. Doubling the fun for everyone.

Emma O’Neill
Senior Brand Manager at McDonald’s

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Opportunity

In a world of sub-par customer rewards programs, T‑Mobile wanted something that set their services apart and provided real value for their customers by showing true appreciation.​

woman smiling on her phone

Approach

Our data showed customers were sick of convoluted, tiered programs with valueless points. tms set out to drive value just for being a customer — skipping complex points systems. We shook up the idea of loyalty by keeping it simple and rewarding. We aimed to earn customers’ loyalty by proving T‑Mobile was already loyal to them.​

smiling people

Outcome

We created the wireless industry’s first customer appreciation platform —T‑Mobile Tuesdays. Reinventing the loyalty paradigm in a way only T‑Mobile can, we thank customers every week with access to exclusive deals, content, and chances to win awesome experiences from brands they love. We are proud to have a longstanding relationship with T‑Mobile, continue to evolve the T‑Mobile Tuesdays platform, and connect T-Mobile with new, relevant brand partners to meet the ever-changing customer demands.​

smiling people

Results

50+ Million
registrations
300 Million
partner claims
$1.5 Billion
customer value delivered

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Modernizing McCafé®

McCafe rebrand illustrations

Opportunity

tms sought to refresh the McCafé® bakery packaging to match the brand’s updated visual identity. It was essential we conveyed that the coffee experience at McDonald’s was simple and uncomplicated with bold graphics that complement the McCafé ® branding.​

packaging closeup

Approach

tms rebranded McCafé® packaging by leveraging the McDonald’s signature gold color scheme and coupling it with simple, playful designs to signal a “gold standard” experience and quality that the customer can trust.

McCafe meal

Outcome

We refreshed the existing suite of McCafé® packaging, producing a modern and cohesive 12-piece packaging system that included bakery and coffee products.

McCafe breakfast spread

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Boosting the momentum of a long-standing program

Monopoly Coast to Coast

Opportunity

Find a compelling way to drive sales, guest counts, and digital engagement from a successful long-standing program.

peeling a sticker off a cup

Approach

Our research showed that guests were getting tired of collecting duplicate game stamps. With the intent of driving renewed excitement in stamp collecting, we gave every game stamp additional value online.​

treasure chest illustration

Outcome

Within tms’s digital experience we introduced the Bonus Chest. With every 5 game stamps entered, the Bonus Chest unlocked up to 8 exclusive partner discounts. We continued to exceed sales, guests counts, and check benchmarks from the previous year. Additionally, the game website continues to see high engagements with all aspects of the game.

burger box

Results

2.6 Million
visitors
13% YoY
visitor growth
11 Million
code entries
5% YoY
code entry growth

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adidas | Football Collective

three sporty kids smiling

Approach

tms saw this less as a brand initiative and more like a social movement — a grassroots program that was born within grassroot communities. We established the “adidas Football Collective,” a platform in which Gen Z had control, spirited with positive rebellion to upset the status quo. The program had its eyes and ears in the communities, seeing the problems that truly impacted equality in football and the ability to differentiate superficial symptoms from the deep-rooted causes.

3 people smiling
group of people laughing

Outcome

adidas Football Collective has grown to become a unique sub-brand within the adidas brand architecture – collaborating across adidas’ global football infrastructure, catalyzing grassroot community efforts. It works with some of the world’s leading professional and local grass root clubs and partners with UEFA and charities like Common Goal. It has its own fashion line sold across adidas retail and inspired ground-breaking activations.

4 kids smiling

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Boosting brand love with an exciting promotion

Opportunity

Noticing a pattern of decreasing visits to its restaurants during the month of October, McDonald’s wanted to introduce a month-long program that would tempt customers back. We made it our objective to turn that around by crafting an experience that drove guest counts, reinvigorated sales, and boosted brand affinity.​

trick treat win

Approach

tms put a new twist on the standard sweepstakes promotion with an exciting Halloween campaign that drove guests back into stores.​

woman putting up pictures

Outcome

We developed a bold program called “Trick. Treat. Win!” which leveraged a timely Halloween theme and a chance at instant-win prizes to delight customers. And for the first time ever, our program gave customers the opportunity to choose the prizes they won. As well as owning the campaign strategy, our creative identity featured across stores, digital channels, and the campaign packaging.

mobile app

Results

1.3 Billion
sweepstakes entries
4.1 Million
app downloads

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