Holistic Marketing Campaign Gives One Fan the Opportunity to Have
Their Story Turned into a Commercial to Air during the Super Bowl
XLIII Pregame Show and More
RIDGEFIELD PARK, N.J.--(Business Wire)--
Samsung Electronics America Inc., the market leader in HDTVs and
the Official HDTV of the NFL, has turned the screen around and created
an integrated marketing campaign that's all about the fans of
America's favorite sport - allowing them to share their vision of and
passion for the game. This year's campaign, entitled "That's How I See
It," consists of many elements that connect with fans across multiple
touch points. Highlights include: a commercial to air during the Super
Bowl XLIII pregame show featuring one lucky fan's story; four unique
broadcast spots showing how fans experience the NFL while watching the
game on their Samsung HDTV; and a Web site with numerous interactive
features, including the ability to have a celebrity including Alice
Cooper call your spouse or friend supporting your new HDTV purchase.
"We are excited to take our NFL sponsorship to a new level by
designing a marketing campaign that brings to light the passion and
excitement of the NFL fan," said Tim Baxter, executive vice president
of sales and marketing at Samsung Electronics America. "Sometimes the
best views of the game take place in front of the television and
Samsung HDTVs enhance that experience. We invite fans to share their
individual stories of how they see the game either by entering the
"Super Ad: That's How I See It" contest or by going online to the
Samsung microsite, and energize even more excitement for the sport."
Super Fans for a Super Ad
Samsung is putting the campaign in the hands of the NFL fan and is
allowing them to share their stories of how they see the game. The
best story will inspire a commercial to air during the Super Bowl
XLIII pregame show. Fans will have the opportunity to have their
stories recorded by NFL Films inside the NFL "Super Ad: That's How I
See It" mobile studio, expressing their passion for the NFL by
explaining anything from their pregame rituals to defining moments in
football history. In conjunction with the NFL Opening Kickoff 2008
celebration, the "Super Ad: That's How I See It" mobile studio will
debut on Thursday, Sept. 4, in New York City's Columbus Circle and
make subsequent stops around the country during the season at stadiums
and retail locations.
From Nov. 20, 2008 to Jan. 4, 2009, a group of selected videos
detailing fan stories will be posted on NFL.com's dedicated Super Ad
site. Visitors can vote for their favorite stories at the "Super Ad:
That's How I See It" site, presented by Samsung. One of those posted
fan videos will be turned into a commercial and will air during the
pregame show prior to Super Bowl XLIII on NBC on Feb. 1, 2009. Fans
can find more information, including the schedule of "Super Ad: That's
How I See It" mobile studio stops, at www.nfl.com/superad.
Advertising
Samsung also unveiled an advertising campaign that will tell
engaging personal accounts of a fan's unique relationship with the
NFL. Many people experience the NFL through their TV, and these ads
talk about how the picture quality, design and new features of Samsung
Touch of Color(TM) HDTVs enhance that experience. Using personal
stories to harness fan passion, Samsung wants to make this year's
advertisements more than just a 30-second spot or print ad. Working
with global agency partner Leo Burnett, Samsung has created four
unique "That's How I See It" personal stories and will bring them to
life through characters and story lines such as:
-- Ted 74 - an 11-time Fantasy Football champion who watches
three Samsung TVs at once to gain key information and insights
that keeps him on top
-- Yeller - the story of identical twins, one who yells at his TV
and the other who finds ways to cope with his brother, both
experiencing exceptional motion picture clarity
-- Manhood by the Horns - the relationship between a father and
son and the rite of passage of passing the remote to watch
their beloved team together for the first time
-- Beautiful Addition - a woman realizing the meaning of true
perfection through the addition of a design-friendly Touch of
Color(TM) TV
The television ad series began on Aug. 25, and will air throughout
the NFL season.
Consumers On Line With the NFL
Samsung is bringing the "That's How I See It" campaign
off-the-field and on the Web where fans will have numerous ways to
engage their passion for the game while simultaneously learning how
their viewing experience is enhanced with Samsung Touch of Color(TM)
HDTVs. The site will include even more fan story content, interactive
features and purchasing advice from celebrities and athletes.
The microsite (www.samsung.com/howiseeit), which launched on Aug.
25, is showcasing extended versions of the "That's How I See It"
advertisements. Starting around the end of September, consumers can
create their own clips and share them on the microsite.
Furthermore, fans will see what matters in an HDTV to celebrities
like Regis Philbin, Alice Cooper, and a number of football stars. If a
fan has trouble convincing their spouse or friend to go along with the
purchase, they can arrange for them to receive a pre-recorded phone
call, customized with their personal information promoting the virtues
of a Samsung HDTV from one of these celebrities. This feature will be
available in mid-September.
Additional content and features, such as an interactive product
demonstration, will be added as the season progresses.
Samsung receives several key designations through its NFL
sponsorship, including Official HDTV of the NFL and Official Home
Theater of the NFL. In 2007, the NFL chose Samsung HDTVs to be
installed in select areas of all stadiums as part of the league's HDTV
upgrade.
About Samsung Electronics America, Inc.
Headquartered in Ridgefield Park, NJ, Samsung Electronics America,
Inc. (SEA), a wholly owned subsidiary of Samsung Electronics Co.,
Ltd., markets a broad range of award-winning digital consumer
electronics home appliance products including HDTVs, home theater
systems, MP3 players, digital imaging products, refrigerators and
washing machines. A recognized innovation leader in consumer
electronics design and technology, Samsung is the HDTV market leader
in the U.S. Please visit www.samsung.com for more information.
MWW Group
Ephraim Cohen, 917-215-5413
ecohen@mww.com
Copyright Business Wire 2008
