Samsung Displays Consumer Photos on Digital Billboard - Event Marketer

Samsung Displays Consumer Photos on Digital Billboard

DB_Gold_Samsung_2009 Ex
Brand: SAMSUNG
Agency: CHEIL USA
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2009

Samsung activated its Share Hope campaign in New York City’s Times Square last Christmas to create brand awareness during the bustling holiday season.

From Dec. 26 through midnight on Dec. 31, Samsung brand ambassadors hit the streets wearing black afro-wigs, Samsung blue petticoats and shiny leggings to capture consumers’ attention. Consumers were handed cell phone screen cleaner packaged with an informational card that provided directions on how to text messages and photos to be shown on Times Square’s Samsung LED board. Consumers that texted “Samsung” to a short code received an instructional message with an ID. They were encouraged to visit samsungsharehope.com where they could enter the ID number to find their picture, send it as an e-card, share it as a widget and post it on Facebook, Twitter or MySpace.

Participants were offered pedi-cab rides provided by drivers sporting a windbreaker with instructions for texting messages. On New Year’s Eve, Samsung added live shots of the crowd to the LED screen and 3,200 posted trivia questions throughout the night that could be answered via text. More than 3,200 texts and photos were sent to the LED board.

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