Samsung & Universal Music + Springleap
Samsung and Universal Music launched their
music streaming app, The Kleek with poor user
adoption. After a year only 10,000 fans had joined
their network and user activity was minimal.
Springleap’s mission: engage and grow The Kleek
user base with a headphone design competition.
VIEW BRIEF PAGE
The designs are breathtaking. Getting the public &
fans, who are actually part of our target market to
design the earphones was a fantastic idea. We grew
from 10k to over 1m active users from the campaign!
- Tshepang Mafokane – Universal Music, Digital Account Manager and New Business
No. of Entries
Fans from across the web and the Springleap
community submitted 144 approved headphone
designs. Samsung bought 3 to go into production.
Thanks to Springleap’s proprietary embedding
technology, the campaign ran simultaneously on 8
different blog and media partners. The campaign was
exposed multiple times to each of the 8 communities
who shared the campaign – expanding reach
Creatives could submit from each of the partners,
whilst fans could vote and share directly in partners’
sites and pages. Through Springleap’s “Bridge”
technology, fans could cross-communicate with each
other without leaving their communities.
HOW IT HAPPENED
Creatives could submit from each of the partners, whilst fans
could vote and share directly in partners’ sites and pages.
Through Springleap’s “Bridge” technology, fans could
cross-communicate with each other without leaving their
Springleap launched the campaign into all 8 media partners, bloggers
and the Springleap community simultaneously ensuring
amplification of social media messaging.
Designers at Springleap as well as in the partner sites and Facebook
pages submitted 144 designs, interpreting The Kleek branding with a
wide array of creative influences and flavors ranging from character
illustration to abstract expressionism.
Designers entered from USA, France, UK, Australia, South Africa and
Every design entered from each embed was screened by the
Springleap team to ensure creative was on-brief and protecting the
Designers shared their designs across multiple social channels,
galvanizing the support of their networks and friends. The top 15
voted designs went before a final design panel made up of the brand
managers, the brand’s agency and Springleap.