Samsung: Made for Football

To build loyalty among college football fans, Samsung and ESPN partnered to introduce the world’s first native 4K technology – the very cutting edge in content quality – at the college football national championship game.

Samsung challenged us to create two experiences, one for the fans at the game, and one for fans watching from home. The brand wanted experiences that celebrate the loyalty and passion of college football fans.

And they gave us just a few weeks to prepare.

PART I: THE FAN EXPERIENCE

The only way to understand how Samsung QLED technology really is Made for Football is to experience it yourself.

We leveraged this insight by creating a new video game that inserts fans into the game itself. Samsung’s Wide Receiver Challenge gives fans the chance to digitally “catch” as many football passes as they can in 60 seconds.

Click the photos below to see the game in action:

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Fans lined up for hours to compete, with the winner receiving an 82″ Q90R QLED Smart 4K TV (retail price: $6,500).

PART II: THE ONLINE EXPERIENCE

To promote Samsung’s technological breakthrough in native 4K technology we conducted a search for the greatest fans in college football – The Super Big Fan Challenge.

We found the most diehard fans of National Championship contenders LSU and Clemson and put them through a variety of challenges. The winner of the Challenge earned a pair of tickets to the game plus an 82″ Q90R QLED Smart 4K UHD TV.

We captured the Super Big Fan Challenge, transforming it into entertaining social video that was amplified with paid media around the country.

Watch the video below:

As usual we commissioned an independent research study to measure the impact of the experience on Samsung’s business. And although the findings are confidential, the campaign showed significant lifts (test vs. control) for consumers who had never experienced Samsung QLED TV technology in person, especially among current owners of one particular competitive brand (we can’t tell you which or we would have to kill you)!

Thanks Samsung, once again, for giving us the opportunity to collaborate on this experience!