Samsung
Samsung ‑ Roblox Demon Hunt
Social Campaign
Where gameplay meets product
Reaching Gen Alpha and Gen Z isn’t about fighting for attention, it’s about earning it. So instead of interrupting, Samsung became part of their world.
WALK WITH US
Our Approach
Gen Alpha and Gen Z aren’t hard to reach because they have less attention, they’re hard to reach because they choose where to spend it. Traditional formats don’t cut through, especially not for a product launch.
With the growing influence of K-culture across the Netherlands and Belgium, we saw an opportunity to connect Samsung’s Korean heritage to something culturally relevant for this audience. Not by telling a story, but by letting them play it. We translated this into a Roblox experience: Samsung Demon Hunt, a Korea-inspired world where players become Demon Hunters, tracking down hidden spirits across immersive environments shaped by K-pop aesthetics and storytelling. By combining gaming, culture and product, we created a format where discovery doesn’t feel like marketing, but like exploration.
LET'S GO IN-DEPTH
Our Process
We designed and developed a fully custom Roblox experience that blends ghost hunting mechanics with visually rich, Korea-inspired worlds. Players take on the role of Demon Hunters, searching for demons hidden in everyday objects across different environments, encouraging curiosity, exploration and repeat visits.
To connect gameplay to product, we integrated key Samsung S26 AI features directly into the experience. Features like AI Select and Photo Assist were translated into intuitive in-game mechanics, allowing players to use them as tools while hunting demons. This turned product functionality into something you don’t just see, but actively use.
The experience was supported with short-form content on TikTok, driving traffic into the game and extending the world beyond Roblox. Paid media was used to scale visibility and bring new players into the experience.
HOW DID IT GO?
The Results
Within the first week, Samsung Demon Hunt showed strong engagement signals, proving the power of a gameplay-first approach for capturing attention.
The experience reached an average of 5.5K daily active users, with peaks of 10.9K in a single day. More importantly, players didn’t just visit, they stayed. Average playtime reached 8.9 minutes, with spikes up to 26 minutes, significantly outperforming traditional short-form attention spans.
Beyond gameplay, the campaign also drove strong brand interaction, generating 62K views and 396K engagements within the first seven days. Early results show that by embedding the product into the experience, rather than placing it around it, Samsung was able to create meaningful interaction at scale.
