GRAND PRIX —SAMSUNG
“Project Teamwork,”ESPN International
(UK, Middle East, Canada, Caribbean, South America)
To increase preference for the recently lunched Samsung Galaxy Sil smartphone and the Galaxy Tab 10.1, Samsung Mobile teamed up with ESPN to create “Project teamwork” a 12-part original digital branded content series that traveled the world showing how Samsung enhances everyday sporting experiences.
Five dynamic sports teams across four continents who represented the principles of effective teamwork were identified. ESPN sent a production crew to each of these locations and captured stories that only sports can provide – stories of anguish, determination, pride, trust, and fortitude. Essentially, they revealed the human side of sport. Samsung Mobile’s products were integrated into content to improve the experience for athletes and fans alike.
A supporting campaign “The Greatest Teams of All Time” appeared on ESPNs portfolio of sport-specific websites and provided a context for Project Teamwork. A microsite, Facebook competition, television ads in selected regions, and a live event in Victoria Station in London, all helped raise awareness and drive traffic to the branded content.
Nothing incites passion in consumers more than sport, and to date Project Teamwork’s microsite (espn.com/projectteamwork) has generated over 3 million YouTube video plays, 150,000 visitors, and more 17,000 Facebook