CHALLENGE: How do we tease the launch of the new S25 Galaxy device and create some buzz on organic social — without giving anything away.

IDEA: Conspiracies and tech leaks are a native part of social. Instead of dismissing them, we decided to embrace the rumors — even adding a few of our own to build excitement around the launch of our new device.

First, we crafted a series of conspiracies about the device — some inspired by existing theories, others entirely new. These included a flying drone-equipped device, a partnership with a trending chihuahua, a transforming spider phone, and a Spotify playlist with a hidden message.

Next, our team collaborated with several tech and conspiracy influencers to spark interest in these rumors and explore the conspiracies further. We kept the buzz alive by having them engage and comment on each other's posts.

Finally, we kept the weird conspiracy vibes going on TikTok with some “unhinged” content that nodded back to the conspiracies.

RESULT: 8+ million views

“Leaked” consipracy videos

Influencer Videos

We partnered with a few conspiracy and tech influencers to help us “leak” the conspiracies and increase chatter.

Conspiracy TikToks

Low-fi TikToks gave a wink and nod to existing conspiracy theories (without confirming or denying anything) while driving the launch event Unpacked.