Augmented reality marketing platform for IoT devices

Samsung Doorways is an augmented reality platform designed to showcase Samsung’s Connected Home devices at industry tradeshows. The platform features games from well known TV shows which users play to learn more about how these devices work together. Samsung launched the platform at Germany’s IFA event. The aim was to publicise the innovation to tech and marketing press.


Due to a very short lead time to develop and execute a PR plan, we created two campaigns designed to run simultaneously. The first targeted European marketing and advertising press to showcase Doorways as a new form of marketing. The second focused on media attending IFA and discussed the concept of gamification and education as a vehicle for widespread IoT adoption. A team would be on the ground in Germany to encourage journalists to try the platform, while in London a general release accompanied with extensive imagery would run.


The campaigns secured 20 pieces of coverage in leading marketing, advertising and tech press. This included VentureBeat, Endgadget, Campaign, The Drum and Marketing Week. Reviews of the platform were very positive and every journalist used the key talking points set out by the PR campaign.