The integrated campaign turned Samsung new TVs into a Web3 gateway—simple wallet flows, partners and a live gamescom show—making digital ownership useful, mainstream, and measurable, delivering ROI×50
Turn curiosity about new technologies like Web3 into everyday use and transform Samsung’s lifestyle TVs—especially The Frame—into living canvases for digital art. The project TX1 (on GEN|3|GATE) set five goals:
1. effortless TV onboarding (first of its kind globally);
2. NFTs with real utility (art, gaming, perks);
3. a clear path to purchase via a Web3 TV Bundle and Samsung×Ledger custom wallet;
4. build cultural relevance and bonding by transforming digital experiences into IRL (in real live) at gamescom;
5. reposition the new lifestyle TV – The Frame – as the premium “gallery” for digital ownership, linking world-class partners to the living room.
Desired actions: buy your Web3 bundle, connect your wallet with the TV, claim your rare NFT, display it on The Frame, explore partner worlds and participate in quests.
Idea in one line: Turn the new Samsung Lifestyle TV into a Web3 gateway and connect it to real culture.
What’s distinctive:
• TV-native onboarding: From “crypto websites” to living-room simplicity.
• Platform, not one-off: Reusable GEN|3|GATE and GEN3RATOR NFT for future collabs.
• IRL + Live format (gamescom): Web3 content embedded into the stage program, live demos, and multi-hour livestreams—bringing non-crypto audiences in at scale. Innovation and why it mattered
• GEN3RATOR NFT: A reusable collab tool. Grows utility over time. Supports new partners.
• Samsung NFT Gallery TV App: Wallet connect on TV; token-gated playlists; fewer steps.
• Web3 TV Bundle + Samsung×Ledger custom wallet: Trust + purchase path in one offer.
• First of its kind Partner stack: Illuvium/Wilder (AAA gaming), Polygon (scale/speed), World of Women (inclusion), Belvedere (heritage art). Adds credibility and audiences.
