Youth interest in the science, technology, engineering and mathematics (STEM) is lackluster, yet 75% of future jobs in Australia are expected to be in the STEM fields. So, Samsung set out to convince teens that STEM can be fun, creative and relevant to youth culture, by initiating the Make My Idea competition. Using social media, Samsung invited teens to submit ideas and Samsung developed the ideas into fully functional prototypes or 3D designs. The campaign generated thousands of entries, everything from flying dog machines to bacon-scented bubble bath. Ideas were then shown to the world on YouTube live.

The campaign earned 39 million impressions, boosted teen interest in STEM by 77%, and led to the creation of real-world products, including a theft-proof backpack and body heat-powered device charger.