Samsung Galaxy S25 Launch

AEON Point staged the global launch of the Samsung Galaxy S25 Edge 100 stories above New York City, pairing an exclusive live experience with the first-ever livestream broadcast from the venue.
Objectives
Generate cultural relevance for the S25 Edge and cut through category noise to drive early purchase intent among younger, tech-savvy consumers. Position the device as both technologically superior and culturally influential. Deliver an intimate, invitation-only experience and a global livestream simultaneously, without either one diluting the other.
Challenges
The Edge's observation deck had never supported a live broadcast, and the team had only a 36-hour load-in window and a single shared service elevator to build it, forcing custom staging, environmental design and broadcast engineering around a venue never built for production. Contingency plans had to cover weather, connectivity and crowd flow 100 stories in the air, with no room for a second take once Doechii and millions of livestream viewers were watching at once.
Solutions
AEON Point reimagined the observation deck as a "swamp in the sky," a surreal world built around Doechii's bold aesthetic, and turned product features into experiential moments instead of static demos. Galaxy AI powered a hidden "Swamp Drops" scavenger hunt, antique-style balance scales let guests feel the device's feather-light weight, Google's Gemini Live answered questions and recommended cocktails, and Generative Edit delivered instant photo enhancements. The night closed with a performance by Doechii while AEON Point simultaneously ran a 60-minute YouTube livestream, the first-ever live broadcast from the venue.
The launch generated 3.5 million livestream views, 4.9 billion earned impressions, 217 media placements, an estimated $123 million in ad value, and a 512% surge in artist engagement, alongside measurable lift in product buzz and early sales.