To launch the Galaxy S10, Samsung needed a moment that felt culturally surprising rather than another phone reveal. The answer: a live Fortnite mobile tournament pitting Ninja against K-pop group iKON, streamed to fans worldwide.
Samsung partnered with Fortnite to give Galaxy S10 buyers an exclusive in-game item, and built a live activation around it: "Level Up with Ninja x iKON." On stage at Samsung's flagship venue, Twitch superstar Ninja faced off against members of K-pop group iKON in a custom Fortnite mobile game mode built specifically for the event, with matches projected across a wall of Galaxy S10 devices for the in-room crowd and streamed live for fans who couldn't be there in person.
The crossover paired two fanbases that rarely shared a stage, competitive gaming and K-pop, and gave Samsung a launch moment built on real fan excitement rather than a traditional product demo.
Led program management for the event, including the custom Fortnite mobile game mode build, tournament operations, and the live broadcast.
Managed ticket sales and onsite logistics for the in-person audience at Samsung's venue.
Ran marketing in the lead-up to the event and onsite during the activation itself, coordinating across Samsung, talent, and platform partners.
