Submitted by NewGen

The Samsung Odyssey Cup

NewGen supported a creator-led activation for Samsung that brought over 100 creators to compete for a $100,000 prize in The Samsung Odyssey Cup, announcing the OLED G9.

12+products launched
+15%uplift in brand preference year on year
+20%uplift in brand recall year on year

Case in 60 seconds

Samsung needed its Odyssey monitors treated as a must-have by gamers, a group that judges hardware through play rather than advertising, so the brand had to be built into gaming culture across successive launches rather than around one.

The campaign appears to turn on the reading that gamers take purchase cues from the players they already watch, so putting a monitor underneath a field of competing creators demonstrates the product in use rather than describing it.

Announce the OLED G9 through a competition rather than a launch asset, using a Samsung-owned tournament as the moment the product arrives and the reason creators and their audiences show up for it.

NewGen supported The Samsung Odyssey Cup, a Samsung-owned creator-led activation that brought over 100 creators to compete for a $100,000 prize and announce the OLED G9, with Fortnite creators including CouRage, Bugha, LuLuLuvely and Replays brought in to drive engagement as part of a wider strategy blending content production and social strategy.

NewGen reports 12+ products launched, a 15% uplift in brand preference YoY and a 20% uplift in brand recall YoY, figures the page attaches to the multi-year Samsung strategy rather than to the tournament on its own.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gamers, reached through the Fortnite creator community the page names.
Gaming audiences form hardware opinions by watching competitive play, and a brand that arrives with a specification sheet is easy to ignore, so Samsung entered through a tournament where the monitor is the condition of the competition rather than its subject.
Monitor launches are frequent and technically incremental, which makes any single announcement hard to distinguish, so the page frames the work as a multi-year strategy across 12+ product launches rather than a sequence of separate campaigns.
Samsung owned the activation rather than sponsoring somebody else's, which puts the brand in the position of organising the competition and setting the prize, with NewGen supporting the work and running content production and social strategy alongside it.
Based on the available evidence, the campaign appears to assume that gamers act on what named players use in competition, so recruiting recognised Fortnite creators such as CouRage and Bugha does the persuading that product messaging would not.

Creative & Execution System

Partners

  • NewGen (lead_agency)

Participation mechanic

  • Over 100 creators competed against each other for a $100,000 prize in The Samsung Odyssey Cup, with the competition itself serving as the announcement of the OLED G9.

Creator role

  • Bugha — creator
  • CouRage — creator
  • LuLuLuvely — creator
  • Replays — creator
  • over 100 creators
  • some of the biggest Fortnite creators

Results & Evidence

MetricValueResult type
products launched12+ PRODUCTS LAUNCHEDperformance
uplift in brand preference year on year15% UPLIFT IN BRAND PREFERENCE YOYperformance
uplift in brand recall year on year20% UPLIFT IN BRAND RECALL YOYperformance

Why NewGen's strategy worked

  1. 1

    A prize pool large enough to be competitive gives creators a reason to participate on their own terms, which turns a product announcement into an event their audiences follow because the outcome is uncertain.

  2. 2

    Casting inside a single title, in this case Fortnite, concentrates over 100 creators and their audiences on one competition, so the reach compounds within one community rather than dispersing across unrelated games.

  3. 3

    Brand preference and recall move on a multi-year cadence, so a programme run across 12+ product launches is measured on year-on-year brand health rather than on the performance of any single activation.

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