skills/creative-director/references/legendary-campaigns/cards/samsung-flipvertising-2023.md

---
id: samsung-flipvertising-2023
title: "Flipvertising"
brand: Samsung
agency: Cheil Worldwide
year: 2023
country: Global
region: global
industry: tech_telco
pattern: [P01, P09]
category: digital_product
idea_type: campaign
involvement: participation
channel: digital
duration: campaign
goal: [awareness, engagement, trial]
budget: medium
emotion: [ironic_sincerity, triumphant]
emotion_tier: 3
insight_domain: autonomy
media_epoch: social
awards: [cannes_grand_prix, multiple]
quality_score: 9
scalability: universal
risk: edgy
confidence: high
quality: canonical
source_url: https://www.dandad.org/awards/professional/2023/236700/flipvertising/
---

# Flipvertising (Samsung · 2023)

## Insight
iPhone users are algorithmically walled off from Samsung ads — the targeting system is the barrier. What if teaching users to hack the algorithm was itself the campaign?

## Mechanic
Samsung explained publicly how iPhone owners could manipulate their own ad targeting to receive Galaxy Z Flip ads, then enter a sweepstake to win the phone. Retargeting was turned into a participation game.

## Why it worked
The audience became the distribution channel. Algorithm gaming as brand engagement created earned media from the mechanic itself — and put iPhone users through a journey that ended with Samsung content they chose to receive.

## Steal
Make the platform's algorithm or system a visible part of the game the audience plays. When users hack infrastructure on your behalf, the participation signals intent more powerfully than passive ad exposure.

## Related
- Pattern: [[../MOC-pattern.md#p01]]
- Sibling: [[burger-king-google-home-whopper-2017.md|Google Home of the Whopper]]
- Sibling: [[geico-unskippable-2015.md|Unskippable]]
- Emotion match: [[absolut-absolut-campaign-1981.md|Absolut _____]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*