Samsung | Gear up with Galaxy

Samsung Galaxy Gear Up Cup poster with $100k prize listed

Opportunity

While people may typically think gaming is done on stationary PCs, the introduction of smartphones has changed that forever. With the advancement of technology, enhanced processors and next-level displays make gaming on mobile devices just as intense – if not better – than a PC.

To prove this, tms created an activation that challenged gamers to expand their horizons beyond their usual gaming set up and play with the Samsung Galaxy S25 Ultra at LVL UP Las Vegas.

Approach

tms brokered the perfect strategic partnership between Moonrock and Samsung to create the Samsung Galaxy Gear Up Cup, an electrifying tournament taking place during LVL UP Vegas which brings together the best gamers to go head-to-head in Call of Duty (COD): Mobile for the chance to win $100,000.

To build hype for LVL UP Las Vegas, we encouraged fans to “Gear Up with Galaxy” through a unique unboxing experience and exclusive in-person activations. By inviting attendees to try something new, we leveled up the excitement for the LVL UP Expo and ensured our booth was a must-see attraction, all while showcasing Samsung’s latest technology.

Samsung Galaxy Gear up Cup lineup of competitors

Outcome

tms created a one-of-a-kind, COD-inspired Samsung Supply Crate filled with the latest Galaxy mobile gear for the competition’s team streamers, capturing the moment our captains and teammates unbox them. The crate contained a custom Samsung Galaxy S25 Ultra, a cryptic LVL UP mission briefing, and a VIP invite to LVL UP Vegas. Gamers and creators plugged this content across social media platforms including Instagram, TikTok, and Youtube shorts, driving anticipation and engagement for Samsung at LVL UP.

At the event, tms dialed up the excitement even more with an immersive, fan‑first activation – the powerhouse booth was designed to showcase Samsung’s latest innovations, encouraging fans to try the new devices with the S25 Ultra Mobile Gaming Stations, Odyssey OLED Demos, and Galaxy AI showcases. Exclusive Samsung merchandise and creator-themed daily drops were also exclusively available for attendees. 

For the Gear Up Cup, gamers participated in a live face-off at LVL UP, taking to the main stage to compete in their COD battle with the S25 Ultra devices they received from their unboxing. tms gave fans an inside look at the events, production, and players with livestreams POVs in real time while offering COD Mobile giveaways for the livestream audience. This successfully resulted in millions of views and digital impressions worldwide, positioning the S25 Ultra as the go-to mobile device for gamers.