Whenever a new Apple product is released, people camp out for it. New Zealand’s Colenso BBDO came up with a clever, tech-savvy take on that phenomenon to promote the Samsung Galaxy S4 — a virtual product line, with people jumping ahead by plugging the brand on social media.

A huge outdoor LED screen broadcast their avatars standing in line. The digital customers even pulled out umbrellas when it rained. About 12,000 people queued up for two weeks and mentioned the campaign 85,000 times on social media.

Revenue in 2013 grew 23%. The agency picked up New Zealand business from brands including Volkswagen and Fonterra and global projects for Snickers, Pepsi, Mountain Dew and 7Up.

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