*True errors: a first version of this news stated that the series consisted of 22 chapters. The text has been updated to reflect that the series consists of 3 chapters that group a total of 22 contents.
A disturbing message. A suspicious photograph on social networks. Or a video call that offers clues. These and other roles are what Samsung devices play to drive the plot of “Look at Me”, a horror series created by the brand together with the Be A Lion agency to provide entertainment content to consumers and, at the same time, promote its latest mobile phone models.
The series develops over 3 chapters – which bring together a total of 22 contents – so instead of limiting itself to an isolated piece, it builds a continuous narrative in which Samsung smartphones play a relevant role in the development of the story. Thus, the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8 folding phones become part of the creative universe with a real narrative function, transcending traditional product placement.
“Mírame” tells a story in which a mysterious mirror comes into the lives of the protagonists and becomes the trigger for a series of suspenseful situations. The object serves to establish parallels with concepts linked to devices, such as the screen, reflection, gaze, expression or access to another reality. Consequently, the smartphone is the way through which the characters discover information and advance the plot.
The series has been shot entirely with devices from the Galaxy range, and although it has not been produced directly vertically, “Mírame” takes advantage of the traction that the microdrama format is generating. In this sense, Samsung turns to entertainment, horror codes and digital culture to connect with new generations of consumers.
In this sense, “Míráme” expands Samsung’s trajectory in this territory. The brand already explored horror series in 2022 with the launch of “Lock”, which followed the adventures of groups of friends on what seemed to be an idyllic trip, but turned into a nightmare. It created three seasons under that concept, and the total of the installments exceeded 402 million views and 473 million impressions.
The chapters, whose production combines conventional audiovisual techniques with artificial intelligence, are launched through YouTube, which will host each installment weekly. For their part, Instagram and TikTok will extend the plot with shorter content aimed at generating conversation and interaction.
As Samsung explains in a statement, the focus of the strategy is on the production of a device from the Galaxy range, for digital social media platforms that is capable of offering entertainment and, at the same time, demonstrating the attributes of a product and working on the brands’ business objectives. All this adapting to the language and interests of the target audience.
“With ‘Mírame’, Samsung continues to explore a strategy in which Social stops functioning solely as a product showcase to also become its own entertainment space, built from the cultural interests of its community”; they explain from Samsung in a statement.
