Samsung x Roblox: How Prop Hunt Became a Cultural Playground

Samsung

Samsung ‑ Prop Hunt
Social Campaign

If you can’t beat the game, build one.

Gaming isn’t just where Gen Z and Gen Alpha spend time, it’s where culture happens. So instead of showing up as a brand, Samsung showed up as part of the game.

WALK WITH US

Our Approach

Gaming isn’t a side channel. It’s where Gen Z and Gen Alpha hang out, express themselves, and spend hours at a time. So instead of interrupting their world, we became part of it.

By building inside Roblox, we created a branded experience that feels native to the platform, not like advertising. A place where interaction comes before messaging, and where the brand is discovered through play instead of pushed through content. They don’t want to be targeted. They want to explore, customise, and make things their own. So we didn’t just show up, we gave them something to do and something to spend time in. The ambition: turn Samsung from a brand into a place people actually want to spend time in and keep coming back to.

LET'S DIVE DEEPER

Our Process

We created Samsung Prop Hunt: a fast, social hide-and-seek experience where players blend in as objects and outsmart each other.

Instead of forcing product messaging, we embedded Samsung into the mechanics. Players explored branded environments, interacted with Samsung-inspired assets, and engaged with the world in a way that felt natural. The experience relaunched alongside the Galaxy Z foldables, turning it into more than just a game - a moment.

We amplified it through TikTok, using short-form content from Samsung Nederland and Samsung België to drive discovery and pull audiences into the experience. The real growth didn’t come from media. It came from players. Custom items, skins and in-game identity became social currency, sparking organic UGC across TikTok and within the Roblox ecosystem.

HOW DID IT GO?

The Results

What started as an experiment quickly became a world people actually wanted to spend time in. Not just visits, but real engagement. Real play. Real community.

- 1M+ visits
- 2.9K average daily active users
- 5.6 minutes average playtime
- 38.2 minutes peak playtime

In a world where attention is measured in seconds, we created something people stayed in for minutes. Samsung didn’t just show up in gaming culture. It became part of it.

By building a world instead of an ad, the brand created lasting connections with a generation that doesn’t engage with traditional marketing. If you give communities something they can make their own, they will. UGC became the growth engine. Players turned Samsung items into content, tutorials and drops: driving identity, reach and retention. Not because they had to, but because they wanted to.