Modern Marketing Brand Strategy

Samsung US expands web3 presence with new Discord server


By Webb Wright | Junior Reporter

June 7, 2022 | 4 min read

Hot on the heels of some recent branded activations in Decentraland and Roblox, Samsung US’s new presence on Discord aims to broaden engagement with fans while opening the door to exclusive benefits.

Samsung US is expanding its footprint in the web3 space. Today, the US branch of the technology giant launched its own server on Discord, the popular social messaging platform that’s become a major hub for commerce in the growing marketplace surrounding virtual assets such as non-fungible tokens (NFTs).

The Discord server was launched today at 8:37am ET in partnership with Razorfish, the Publicis Groupe-owned media company.


Samsung US has launched its own Discord server / Adobe Stock

Like many corporate forays into the web3 space, the launch of Samsung’s Discord server is intended to provide fans with a space to virtually connect, while simultaneously giving the brand ample new marketing opportunities. The server will provide members with exclusive access to branded events, products, NFTs and other benefits.

“Virtual communication platforms, like Discord, enable us to cultivate a community where both current Samsung enthusiasts and brand new fans can unite,” said Michelle Crossan-Matos, chief marketing officer, Samsung Electronics America. “As these enthusiasts anticipate an NFT drop, exclusive product giveaway or virtual event, we get to explore this new frontier alongside them, allowing us to experiment, learn and ultimately shape our metaverse future – it’s tremendously exciting.”

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Samsung has already made a name for itself in the metaverse. Earlier this year, the brand launched Samsung 837X, a branded virtual space hosted in Decentraland. It also recently unveiled an activation on Roblox called Samsung Superstar Galaxy, which will host a virtual Charli XCX concert later this month.

Samsung will be hosting daily giveaways on its new Discord server starting today and running through June 10. For the first 24 hours after the launch of the server, fans will have the opportunity to obtain “OG role access,” which can increase their chances of winning in the giveaway and can also open the door to even more exclusive benefits.

For more, sign up for The Drum’s Inside the Metaverse weekly newsletter here.

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