We’ve all felt it. The sweaty hands and rapid heartbeat that accompany our fear of heights or public speaking. Samsung and experiential marketing partner McKinney NY believe fear ends where courage begins.


Samsung’s #BeFearless global campaign works to empower young people to face two of their most common inner demons — fear of heights and public speaking — all with the help of Samsung Gear VR. Cheil Worldwide brought the message to life with 27 “trainees” in countries such as Austria, Canada, Chile, Hong Kong, Mexico, Russia, Singapore, Taiwan and the UAE. The trainees were required to participate in four weeks of training either at one of Samsung’s #BeFearless Experience Zones or at home using their Samsung smartphone app with Samsung Gear VR. Selected trainees were then invited to New York to face their fears in real life during the final celebration.


Over three days, Samsung, Cheil and McKinney NY invited the trainees to learn how exposure to challenging situations can help them master their fears in real life. From soaring 1,500 feet in the air over Manhattan in a helicopter with the doors off to an art therapy workshop in the heart of DUMBO, from a private talk backstage with the cast of Broadway’s “Paramour” to an acting workshop led by an NYU faculty member, trainees were able to learn how exposure to challenging situations can help people master their fears. It all led up to the final challenge for two participants and a dazzling celebration at Samsung 837, a first-of-its-kind cultural destination and digital playground in the heart of New York’s Meatpacking District.


At the end of the program, participants were ready to face their fears and celebrate their achievements. As for our New York team? It’s on to new business and more big events. And in the world of experiential marketing, CES is always just right around the corner.