For the GSIII launch, Samsung wanted to prove just how innovative and fundamentally different their phone was, not only because of its new basic functionality, but because it was designed to meet the demands of a truly mobile world. Samsung Beacon brought this mobile life to the forefront. Unlike engadget, TechCrunch, and other industry blogs, Beacon focused less on technology and more about sharing the transformative power of mobile in everyday life. 

 

As part of this project, I led strategy and concept development from the beginning, working with over 6 other teams in Razorfish to make this a natural part of the greater Samsung launch initiatives. I drove partnerships with content providers and developers as well as creating the content calendars for daily production.