We were briefed to build hype around the launch of Samsung’s flagship mobile phone product - the Galaxy S4 – and break the iPhone’s hold on the mainstream smartphone market. We knew Samsung fans couldn’t wait to get their hands on the Galaxy S4. So we let our advocates do the talking - instead of launching the phone ourselves, we got our biggest fans to launch it for us. Rather than making them physically queue up and camp outside for days in the traditional fashion for a latest smartphone release, we wanted to put a Samsung spin on lining up. We encouraged fans of the brand to queue up, not outside a store, but online via social media. The Smart Phone Line enabled fans to get to the front of an online line by sharing features of the phone via social media. For two weeks, 12,000 fans shared 85,000 Galaxy S4 posts, reaching 15 million people.