Directors: MediaMonks Freelance for W+K Portland
In 2021, Samsung and Halo/Xbox teamed up to create a 24-hour livestream gaming event on Twitch called “The Samsung Grappleshop”. The Samsung Grappleshop is a futuristic big box electronics store in outer space. The event coincided with the 20th anniversary of the Halo franchise and a new Halo game launching in December called “Halo Infinite”. Participants in the livestream team up in the chat and can control the “Grappleshot” – a new weapon introduced in Halo Infinite. The Grappleshot is attached to Master Chief’s forearm and fires a grappling harpoon. Players in the chat control the direction of the Grappleshot, moving it up, down, left and right in order to fire it and grapple various Samsung and Halo/Xbox prizes, such as 75”/ 65”/ 55” Samsung Neo QLED TV’s, Xbox consoles and Halo Infinite. The winner of the prize is determined by picking at random one of the participants in the chat. We partnered with Mediamonks to produce the event. The big box store was built on a stage in São Paulo, and we connected from Los Angeles and Chicago. We also partnered with members of RoosterTeeth in Austin, TX. RoosterTeeth is an entertainment company that creates various forms of content, including gaming events. They are also big Xbox/Halo fans and we hired them to host the livestream. We had over 45,000 participants and over 7 million viewers. This case study lays out just what a success this event was.