Following the highly successful video game experience we created for Samsung in the first half of 2018, we were tasked with customizing the tour for a radically different audience in the back half of the year: College football fans.
In August of that year we reskinned the tour as the Samsung QLED TV Game Day Experience to bring the brand’s sponsorship of ESPN College Game Day to life.
Utilizing the same 53’ tractor trailer we created entirely new experiences for college football fans. In addition to watching ESPN football coverage on Samsung QLED super big screen TVs, we created a new competition for fans: A kinetic video game experience that challenged each fan to “catch” receptions thrown from a Samsung QLED TV.
Every weekend we brought the experience to one of the nation’s top football games, awarding a FREE Samsung QLED TV to one lucky winner each day, with the highest scoring fan over the course of the season winning a trip to the College Football National Championship Game.
Between college football games we brought the experience to Samsung’s key retailers, providing leverage for the brand with its most important accounts.
As part of Encore’s data-driven approach to experiential marketing, we commissioned an independent study to measure and track the ROI for the football experience. From the study we learned exactly how much value was created from the tour (Contact Us for details). But more importantly we learned which facets of the tour created the most value, enabling us to optimize the ROI over the course of the tour.
Many thanks to Samsung and ESPN for a fantastic collaboration!
