SAMSUNG MY FIRST GALAXY
Creative direction & STRATEGY
My First Galaxy was a Samsung pilot program to help engage parents and kids buying the kids’ first smartphone. The program’s creative manifestation was a beta app, loaded with content about fostering good digital citizenship for families, including interactive content to teach and measure both.
A CONTRACT FOR PARENTS AND KIDS TO COMMIT TO, TOGETHER.
The experience is designed around a contract that parents and their kids enter into every month where they agree be good digital citizends, setting goals together and making promises based on their household and family style. The contract used the phone’s technology; both parents and kids pair their phones wirelessly, then place their thumbs on the screen to “sign” the contract.
ENGAGING CONTENT DESIGNED TO HELP KIDS (AND PARENTS) LEARN.
Every piece of content in the app (around 100) is created with kids’ interests and behaviors in mind, including loads of video content, illustration, gameification, and more. Each month, parents and kids engage with this content to build and deepen their digital skills and behaviors.
A game show to help kids learn about rights and responsibilities when it comes to sharing online.
A quick tutorial for kids on what to do when you share stuff online.
When it comes to screentime, how do you score? Are you a Digital Potato, The Perfect Balancer, or an IRLer?
Quiz content tests knowledge with detailed explanation and real life examples and references to help drive the lessons home.
…WITH CONTENT FROM INFLUENCERS THEY LOVE.
Creating a mix of videos, articles, and quizzes from influencers that Gen Z (and their parents) love.
Brandon Baum talks about loving his phone too much (with a little magic baked in.)
Tony Weaver talks about the power of online communities (with some help from some of his characters from The Uncommons comic books.
There’s even content for parents, with renowned experts like Dr. Robin Stern sharing with parents, how to help a kid who is a cyberbully.
GAMES THAT TAKE THEM OFF THEIR PHONES… AND IN TO REAL LIFE.
“Stacks” is a game we designed to encourage parents and kids to put their phones down and talk to each other in order to learn more about one another. The game also allows parents and kids to discuss topics they’re learning about through the app. In the example below, they discuss Cyberbullying.
