How AliveNow Created a Multi-Region Gamified Experience for Samsung deployed on the LazMall app

In today’s fast-evolving digital landscape, brands are increasingly looking to go beyond static ads and embrace creative technology to connect with their audiences. Samsung, in partnership with LazMall, recently collaborated with AliveNow to launch an innovative, web-based constellation game. This gamified experience not only engaged users across six Southeast Asian countries but also made product exploration interactive, immersive, and unforgettable.

The Campaign at a Glance

Samsung wanted to create a campaign that would drive awareness of its products on LazMall while offering users something fun and interactive. The solution? A 360° immersive, in-app branded game where players navigated a digital compass to uncover glowing stars. Each star revealed a Samsung product, and when all products were discovered, they formed a stunning digital constellation.

The campaign was deployed across:

• Countries: Indonesia, Thailand, Cambodia, Vietnam, Malaysia, and Singapore
• Languages: Bahasa, Thai, Vietnamese and English, with unique vouchers customised for each region
• Platform: Promoted within the LazMall app to their active users and accompanied by social media campaigns leading users to the app and game.

By embedding the game within the shopping experience, Samsung not only increased user engagement but also seamlessly guided audiences toward product discovery in an organic and playful manner.

AliveNow’s Solution: Gamified Storytelling for Global Brands

At AliveNow, we specialize in blending creative tech with brand storytelling. For Samsung x LazMall, we developed a web-based hyper casual game that could be deployed across multiple regions with localized content.

Here’s what made the campaign unique:

• Interactive Exploration: A digital compass guided users through the immersive experience.
• Product Discovery: Each glowing star revealed a Samsung product, ensuring brand visibility.
• Engagement Through Play: The constellation formation tied the experience together, reinforcing the campaign’s theme.
• Scalable Tech: A single framework was adapted for six countries and multiple languages.

This approach combined gamification with storytelling, giving audiences not just an ad, but an engaging moment with the brand.

Driving Results Through Immersive Experiences

This campaign highlights how brands can leverage interactive experiences to stand out in competitive e-commerce markets. By gamifying the product discovery process, Samsung x LazMall were able to:

• Increase time spent engaging with the brand inside the LazMall app.
• Drive awareness of Samsung’s latest products in a memorable way.
• Appeal to multiple audiences across Southeast Asia with a unified yet localized experience.

For mid to senior-level marketers and agencies, this campaign serves as an example of how immersive creative tech can be integrated into commerce platforms for powerful engagement.

Final Thoughts

Samsung x LazMall’s 360° constellation game is a shining example of how gamified digital experiences can bring brands closer to their audiences. By combining immersive storytelling with in-app integration, AliveNow helped create a campaign that was not only innovative but also scalable across regions and languages.

As brands continue to look for meaningful ways to engage their audiences, campaigns like these prove that creative tech is no longer optional it is essential.

If you’re exploring AR, VR, MR, generative AI, or web-based games for your next marketing campaign, AliveNow can help you build powerful experiences that captivate, engage, and convert.