Samsung Sponsorship Takes Guerilla Marketing Abroad
Cheil’s entry from Korea took the Ex Awards global (we were thrilled). During the 2002 Busan Asian Soccer Games, Samsung’s Anycall cellular arm leveraged its sponsorship with events in four Korean cities: Seoul, Daegu, Daejon, and Busan.
The events recreated Anycall TV spots on the street with engaging activities and audience involvement in street casting. People were reminded of the TV spots because they were becoming a part of them. Camera crews set up screenings on street corners and at the Games stadium. Consumers vied to get on camera, with many chosen to head onto the set to try their acting chops.
On the day of the Finals, random customers carrying Anycall phones were handed exclusive tickets to the game. Street demonstrations of new phones ensued, as did dancing and inline freestyle entertainment shows. Consumers had their pictures taken with digital camera phones and played an Anycall-branded version of Bingo.
Nearly 450,000 consumers were indirectly exposed to the street events, and 650 received free tickets on the day of the Finals. About 3,500 cell phones were sold as a result of the campaign, and sales rose 24 percent as market share jumped 6.1 percent.