Promotions 2.0Blurring the line between interactive advertising, promotions and social network marketing.

February 1st, 2009

Samsung Activates Super Bowl Fans

During the Super Bowl XLIII Pregame Show on NBC, Samsung premiered their first consumer-generated commercial that was developed from “The NFL. That’s How I See It” promotion.

For eight weekends, Samsung, the Official HDTV of the NFL, and NFL Films toured various NFL markets stopping at Best Buy retail locations and NFL stadiums across the US to capture fans stories of how fans see the game. Hundreds of fans shared their stories including “Mr. Jet”, a NY Jets fan who had his wife sign a contract allowing him to transform himself into some sort of football superhero.

teamDigital helped Samsung and the NFL develop the online promotion & website to involve the all-important fan. Integrated social bookmarking tools also helped drive the success of this year’s program which generated nearly 2 million video views and created significant awareness prior to the Super Bowl. According to the Consumer Electronics Association (CEA), the Big Game is expected to drive the purchase of 2.4 million high-definition sets.

The Super Ad promotion is part of Samsung’s “That’s How I See It” campaign which includes four unique commercials showing how fans experience the NFL through their Samsung HDTV and an interactive microsite that contains fan stories, and even purchasing advice from notable celebrities and athletes like NFL quarterback Boomer Esiason, Rich Eisen of the NFL Network, legendary rocker Alice Cooper and television personality Regis Philbin.