Samsung Years & Years

To mark the launch of the S7 handset and position Samsung as a leader in virtual reality innovation we partnered the brand with Universal Music/ Polydor Records and the band Years & Years.
The aim of the campaign was to take Samsung outside of the traditional tech media and target younger consumers, across Europe. We created the first live and interactive VR gig which previewed the band’s hotly anticipated 21-date tour.
Hosted in London the performance was streamed to 17 different markets. 45 key influencers and media were flown to London to experience the gig both live and in VR, as well as meeting the band and having an exclusive behind-the-scenes talk by leading music director Sam Wrench.
The gig gained both social and media reach across Europe with 94% of social conversations coming from the under 30’s.
The content was so successful that the band asked us to film the biggest gig of their lives in 360 at Wembley Arena just a few weeks later!Watch all the VR action here.

- 70K engagements on social
- 750K views of Years&Years video on social
- 200+ articles of coverage across 17 European markets
- 15K app downloads so far

Project Tags


  • Universal Music UK logo

    Universal Music UK

    • Music