Samsung Mobile wanted to make a splash at South By Southwest, aka SXSW. To do so, we placed adhesive tags called TecTiles - which work exclusively with Galaxy devices - in various locations around the festival. When tapped, the TecTile rewarded Galaxy owners with free beers, food, etc. If Galaxy owners tapped all the TecTiles in SXSW, they were entered into a drawing to see Prince on closing night.
Additionally, if a Galaxy Owner tweeted that they were running low on juice for their phone, and used the hashtag #PowerOn, they received a fully-charged battery via bike messenger - no matter where they were at the festival.
Take a look at the case study video below (and if you do, my apologies for the really annoying saxophone that screeches during the first 3 seconds):