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To launch the Galaxy S25 Edge, Samsung partnered with UEG to create a disruptive cultural moment that fused music, technology, and community. The result was “Live on the Edge,” a one-night-only immersive experience 100 stories above New York City at the Edge NYC in Hudson Yards. Grammy Award-winning artist Doechii headlined the night with an unforgettable performance set against a surreal, sensory backdrop inspired by her creative aesthetic.
The vision was bold — celebrate the launch of Samsung’s newest device by literally living on the edge. We transformed the space into a “swamp in the sky,” enveloping guests in lush greenery, fog effects, and interactive installations designed to echo the S25 Edge’s boundary-pushing capabilities. The experience captivated over 500 guests, including fans, creators, media, and Samsung stakeholders, while thousands more tuned in via livestream.
Cultural relevance was at the heart of the approach. Paid and earned creators — 30+ in total — delivered high-fashion, high-impact content across platforms, including a live commerce stream hosted on the Galaxy S25 Edge. Meanwhile, a full NYC media buy amplified awareness leading up to the event, with placements from subway cars to bus shelters.
The campaign delivered on every front: 3.5 million livestream views with 9,000 peak concurrents, over 208 earned media placements in Billboard, GQ, Elle, Variety, and more — more than double our target. 80+ media attended in person, exceeding expectations by 166%. The creator campaign produced 50+ pieces of content and counting. The event was hailed as a “high-tech NYFW” moment, leaving an imprint across fashion, entertainment, tech, and marketing.
With measurable impact on product buzz and early sales lift, “Live on the Edge” proved the power of culturally grounded storytelling — and marked another milestone in redefining how tech brands show up in the world.
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