From 12 – 13 April 2014, the Stadio Delle Terme di Caracalla in Rome hosted the village dedicated to the launch of the new Samsung Galaxy S5. The aim of the event: the presentation and positioning of the latest smartphone from the gamma series, to advertise by use of mouth and to heighten anticipation before the launch, as well as the creation of an event during which the consumers could experience the applications of the features of the product. The agency Gruppo Peroni Eventi realised an event directed at a younger audience, families, and a sports event for all, a party with talents from the world of sports, music and performance. Results achieved: 8000 people that took part in the runs, with more than 18000 people present during the two days of the event and more than 260000 people that heard of the activities that took place and were shared on the social network. Six hundred users took part in the competition, with 92% of users completing the quiz that was the object of the competition.