Samsung’s new brand campaign is inviting people to create their own “space selfie” after launching two of its Galaxy 10 smartphones into the edge of the world’s atmosphere. The phones will receive selfies from people transmitted from Earth and layer them over real-time shots of the planet, creating a bespoke and limited-edition “space selfie”.

The logistics behind the campaign involve a super-pressure High Altitude Balloon half the size of a basketball court, containing a specially designed ‘rig’, taking a Samsung Galaxy S10 5G up to 64,900 ft. into the stratosphere, where it will receive selfies transmitted from earth and layer them over real-time shots of the planet. The result is a bespoke and limited-edition SpaceSelfie designed for Instagram fans.

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Although budget doesn’t seem to be an issue, the #SpaceSelfie campaign will not feature TV advertising. The strategy is earned and influencer led, starting with Cara Delevingne, who is encouraging her 43.5 million Instagram followers to register for a #SpaceSelfie. Applicants will be randomly selected to have their selfies featured.

You can check the video below for an official introduction to the idea of SpaceSelfie, but in short, it’s a contest with 65000 randomly-picked winners. That’s the number of user-sent images Samsung will send into the stratosphere once the winners will be determined. The video suggests the contest is not limited to selfies and that other types of photos are allowed, such as group shots or pet photos.

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