Samsung: Reality Non-Traditional Marketing Campaign (Campaign Strategy, Development, Execution)

Samsung Reality
Marketing Campaign Report
August 31, 2010

Samsung Reality Marketing Campaign Report | NYC Guinness World Records Dodgeball Event | August 31, 2010
Contents
Executive Summary 3
Campaign Overview 4
Summary of Campaign KPIs 5
Evaluation of Campaign Elements 6

Influencer Marketing 7
Street Teams 11
Organizational Outreach 14
Event Marketing 16
Digital Strategy 21
Social Media Strategy 28
Public Relations 31
Radio Remotes and Sweepstakes 35
Mall Advertising 39
campaign creative assets 41
Influencer Marketing 42
Event Marketing 43
Radio Remotes and Sweepstakes 45
Mall Advertising 46
contact 47

Samsung Reality Marketing Campaign Report | NYC Guinness World Records Dodgeball Event | August 31, 2010 4
The Challenge
To promote the launch of their latest product
at Verizon, the Samsung Reality, Samsung Mobile
contracted Pinnacle Marketing Group to develop and
execute a strategic marketing campaign delivering on
the following objectives:
•• Focus on consumer engagement over traditional
marketing methods—resonating with the consumer
in a unique, personal way
•• Build consumer awareness and buzz around the
Reality—generating demand at the channel
•• Augment Verizon’s ongoing promotions—providing
a value-add
The Solution
Pinnacle Marketing Group proposed a
robust, non-traditional marketing campaign divided
into two phases, awareness and demand.
THE AWARENESS PHASE incorporated influencer
marketing, event marketing and social media
promotion to introduce consumers to the Reality in a
manner than was unique, memorable and buzz-worthy.
•• A Guinness World Record-Setting Dodgeball game
was held on May 12th in Manhattan—providing a
once-in-a-lifetime experience for 712 attendees
within the target demographic (15-24 year olds)
while creating a quality experience with the brand
•• An Influencer Program was created to promote
the event and drive awareness for the Samsung
Reality—leveraging the peer networks of ten
(10) socially-connected evangelists within the
demographic to build brand credibility and
heighten engagement
•• Street teams and an organization outreach plan
were utilized to further promote the event—
increasing reach and ambient awareness
•• A Samsung Reality Facebook Fan Page was
created, with a dedicated Dodgeball tab where
potential participants could register and get
more information on the game, while exploring
the Samsung Reality. Social media sharing on
Facebook, Twitter and Google Buzz were integrated
into the event tab, allowing for viral promotion of
the event. The page also featured a facebook
application called “reality remix”—built to engage
fans in a fun, shareable experience that also
communicated the value proposition of the phone
•• A Post-Event Video was produced—capturing the
high-energy atmosphere, showcasing the attendee
experience and commemorating the win, all while
integrating the Samsung Reality. The video was
uploaded to YouTube before being embedded
in a Press Release sent to the wire, creating a
highly-branded and engaging PR opportunity
THE DEMAND PHASE was designed to continue the
momentum generated during the awareness phase,
keeping the reality omni-present in the mind of the
consumer and driving purchase.
•• A Radio Marketing Program combined remote
appearances at high-profile concerts in the l.A. And
chicago markets with a sweepstakes contest in both
markets for a trip for four to the 2010 teen choice
awards—reaching a large, targeted audience
•• Mall Advertising in the LA, Chicago, New York
and Atlanta markets is planned for July, August
and September. The selected malls were targeted
based on the presence of a verizon wireless store—
allowing for mass exposure to the reality consumer,
with a call-to-action to purchase the reality today
Campaign Overview

Highlights
•• Samsung Mobile won the Guinness World Record
for the Largest Dodgeball Game in History
•• 86% of the event’s attendees were not current
Samsung owners, yet 74% indicated that after
attending the event they would consider
purchasing the Samsung Reality, showing a
strong uptick in purchase consideration as well
as customer conversion
•• 9.7M PR impressions were generated, with
placement in 105 media outlets to date, 104 of
which mention Samsung Mobile and 91 specifically
referring to the Samsung Reality
•• The Samsung Reality Facebook page continues
to grow in popularity, with over 10K fans making
it one of Samsung’s most popular product fan
pages to date
•• The Samsung Reality Dodgeball Event highlight
video has been viewed over 25K times since its
release last month, making it one of Samsung
Mobile USA’s Top 10 most-viewed videos
•• The Samsung Reality Marketing Campaign
exceeded expectations, creating an extraordinary
number of brand impressions with the right
audience in a unique, memorable way.
Impressions: 380,667,359
Investment: $700,000
Cost Per Impression: $.002
Summary of Campaign KPIs
“This was a unique and unusual way to promote a new handset, and that was
something that was important to us in telling the story behind this handset.
It’s always nice to set a world record and we generated a lot of inexpensive
publicity and word of mouth about this. Ultimately the pay-off will come in
sales of the new handset and we are very pleased with the results so far.
” ~Paul Golden, CMO, Samsung Mobile

Evaluation of Campaign Elements
Influencer Marketing
Street Teams
Organizational Outreach
Event Marketing
Digital Strategy
Social Media Strategy
Public Relations
Radio Remotes and Sweepstakes
Mall Advertising

To spread the message of the Samsung Reality
quickly and in a method that resonated with our target
demographic, ten (10) Key Influencers in the tween,
teen and young adult communities were hand-
selected to virally communicate a Samsung Reality
Guinness World Record Dodgeball Event to their peer
networks.
For three weeks, the 10 brand evangelists promoted
the event and the launch of the Samsung Reality
through their social networks utilizing a suite of print
and digital assets. The influencers targeted 15-24
year olds in NYC via social networking sites, email
listservs, blogs, SMS/MMS messaging and street level
activation. The team utilized their connections at high
schools, colleges, intramural sports teams, and clubs/
organizations to spread the word about the upcoming
Dodgeball World Record event.
On the day of the event, the influencers were onsite,
equipped with Samsung Reality phones which they
personally introduced to their peers—taking photos,
demonstrating features and providing meaningful
endorsements.
Influencers were chosen for the campaign because
they are, by definition, connected, with robust social
networks that can be utilized to maximize awareness
in a short time period.
Influencers are significantly more likely than
the average teen to participate in social
media activities and evangelize brands to
their peers:
•• 97% spending two hours per day on a social
networking site
•• 95% updating their statuses at least once per
day
•• 91% having more than 500 friends on their
social networks
•• 87% evangelize brands within their network,
versus 50% of average teens
Teen Social Media Influencers Wield Power Online
and Offline, myYearbook.com and Ketchum Global
Research, May 25, 2010
Influencers are admired by their peers, who
often look to them for advice or to identify
new trends:
•• #1 influencer on technology, brand and service
decisions for 16-24 year olds –other 16-24
year olds
Marketing and Advertising to Youth, Mobile Youth, 2009
Influencer Marketing – Overview

Benefits
•• Targeted to the right audience, using the right
communications channels
•• Capitalized on relationships, building trust and
increasing purchase consideration within the target
audience by providing personal endorsements of the
product before, during and after the event
•• Utilization of social media/messaging underscored
key features of the phone, allowed for quick
deployment, and increased reach
Key Learnings
•• More lead time would have provided optimal
results. Recommend for future programs 6-8 weeks
pre-event promotion
Estimated Total Impressions: 353,190
Social Media: 339,620
Posters/Flyers: 9,205
Face-to-Face Engagements: 4,365
Influencer Marketing – KPIs

Influencer Marketing – Highlights
“Samsung Mobile will be remembered for
a while here in the minds of us New York
sports players!
”
“Thanks, Samsung Reality, for putting
together such a fun game! Hope to break
our own record again next year!
”
“Glad I was able to make it! I was pegged
out in the first (2) minutes of the game,
but still an unforgettable experience.
”
“My dad just got my sister the Samsung Reality.
She loves it!
”
“This was an awesome event! Definitely
one that I will remember!
”
All images taken with Samsung Reality phone.

“I won a $5 gift card! Awesome. Seems like
everyone is going home a winner.
” “I have been looking forward to this
event all week!
”
“Where will the next big Samsung
Mobile event be held? I want to be
sure that I help make history again!
”
“What is the cost of a phone and
starting up a new plan with
Verizon Wireless?
”
“Can I play around with the phone?
”
All images taken with Samsung Reality phone.

Street Teams – Overview
A street team of seven (7) brand ambassadors hit
the busy streets of Manhattan one week prior
to the event to create buzz and build excitement
around Samsung Reality’s record-breaking dodgeball
attempt, supplementing the influencers promotional
efforts. Dressed in attention-grabbing Samsung
Reality “Dodgeball” gear and carrying official game
dodgeballs, the team distributed over 6,000 flyers,
posted 75 posters, and personally engaged with over
8,000 people.
Areas of focus included high-traffic locations near the
venue with a high concentration of high school
and college students:
•• Lower East Side (NYU)
•• Gramercy (Baruch College)
•• Upper West Side (Fordham local high schools)
•• Midtown
•• Murray Hill

Street Teams – KPIs
Benefits
•• Generated additional brand impressions and event
awareness during the critical one-week promo
period leading up to the event
•• Geo-targeted areas in close proximity to the
venue to reach individuals with a high likelihood of
attendance
•• Accessed the target audience with promotional
activities in demo-appropriate locations, creating
face-to-face engagements with the Reality’s target
consumer
•• Ability to have peers within the target audience
personally endorse the product and event, answer
questions on the spot, and generate excitement
through shared enthusiasm
Key Learnings
•• Poor weather conditions the week prior to the event
hampered street team efforts, as foot traffic was
lighter, but underscored the value of holding the
event indoors for rain/shine conditions
Posters/Flyers: 58,620
Face-to-Face Engagements: 8,100

Street Teams – Highlights
“Can my Mom and Dad play in the
game too? We are a sports oriented
family and they would LOVE this
game!
”
“DODGEBALL!?
Sign us up, please!
”
“Wow! A free event? We have to pay
for everything around here.
This should be a blast.
”
“The event is being held indoors?!
Cool! I can’t imagine that many
people in one place at one time
playing a game of dodgeball.
”
“We ALWAYS get flyers walking down
the streets and this is one flyer we
actually are excited to get. This is
cool!
”
“I am a cheerleader at NYU! Do you
have professional cheerleaders on the
sidelines cheering on each team?!
”

Organizational outreach efforts tapped
into influential organizations within Manhattan and the
surrounding area, creating meaningful partnerships.
Outreach was targeted to dodgeball and local sports
organizations, youth sports leagues/gyms and
neighboring high school and universities. The event
was also posted on several popular event sites to
generate additional awareness and broaden reach.
Organizational Outreach – Overview
Dodgeball Local
Sports Organizations
•• Partners: NYC Social Sports Club, Zog Sports, Party Dodgeball,
Downtown Dodgeball, Brooklyn Kickball, The NDL, Big Apple
Dodgeball, WAKA
•• Result: All organizations sent 1-2 emails to the avid dodgeball
fans within their network
•• Partners: YMCA, NYSC, Crunch, 24 Hour Fitness, NYHRC,
Dolphin Fitness, MAD Sports, NYRR, Front Runners, Big Kids
Dodgeball, West Side Little League, Urban Dove
•• Result: All displayed posters and/or hosted a dodgeball event
banner on their homepage for 1-2 weeks
•• Partners: Columbia, NYU, Pace University, Fordham University,
Queens College, Baruch, Hunter College, Manhattan College,
Union Hills HS, Teaneck HS, Memorial HS
•• Result: All schools distributed posters/flyers, half of the schools
sent email blasts to their student activities listserv
•• Partners: Sportsvite.com/dodgeball, Eventbrite.com, Metro212.
com, Findingdulcinea.com, FreeNYC.com, NYCgo.com, NYC.
com, HelloNewYorkCity.com, CItyGuideMagazine.com, Eventful.
com, Urban Madness, New York Event Guide, New York Metro
Mix, Meetup.com, and various sports and event bloggers
Youth Sports
Leagues Gyms
Universities
High Schools
Event Sites

Benefits
•• Combined age range target with additional criteria
(including sports interest) to create a micro-targeted,
relevant outreach effort
•• Posted the event to high-traffic event websites,
including websites specializing in free events,
overcoming potential attendance objections and
creating awareness for potential attendees visiting
from other states, and even other countries.
Participants from as far away as Argentina
attended the event after seeing it online
Organizational Outreach – KPIs
Key Learnings
•• Organizational outreach should begin at least 4
weeks prior to the event for maximum impact. The
sports leagues were excellent evangelists for the
event and would have benefited from additional
lead time
•• Email marketing with existing Samsung Mobile and
Verizon mailing lists could have provided additional
traction and should be utilized in future event
marketing efforts
Social Media: 109,400
Posters: 3,824
Face-to-face: 3,200

On May 12th
, 2010, The 69th
Regiment Armory in
Manhattan became the site of the Samsung Reality
Guinness World Records Dodgeball Game. The drill
floor of the home of the Fighting 69th was prepared for
battle with 600 balls lined up as 712 attendees came
through the doors to make history
•• As players entered the venue, they were divided into
two teams and given a Samsung Reality-branded
team t-shirt, as well as wristbands bearing the event
Twitter hashtag #DodgeThis—providing attendees
both a relevant branded giveaway capable of
generating additional post-event impressions, and a
tool to communicate their event participation virally
via social media
•• Pre-event, attendees were kept engaged by a
Verizon promo team running contests, playing
music, demoing the Reality, handing out coupons for
purchase of the Reality, and hyping the crowd
•• A Samsung Reality promo team comprised of
Samsung FMOs and the Influencers was also on
site, interacting with attendees—taking photos with
and demoing the phone. In total 38 Reality phones
made their way through the audience, reaching over
70% of the event attendees for hands-on trial and
brand engagement
•• Throughout the venue, Reality-branding was
hyper-prevalent. (4) 8’ Feather banners, (1) 12’ x 12’
outdoor banner, (2) 20’ x 8’ indoors banners, (1) 8’
x 3’ indoor banner, 300 feet of mesh fencing, 762
t-shirts and a 16’ x 12’ video screen playing Reality
feature footage—all promoted the Samsung Reality
•• An adjudicator from Guinness World Records was
in attendance to certify the win as 712 players lined
up and set an official Guinness World Record for the
Largest Dodgeball Game ever played
Event Marketing – Overview

•• As attendees were knocked out of the game, the
promo team circulated throughout, gathering input
on impact to purchase consideration via surveys,
handing out scratch-off cards with Reality imagery
and key features for instant wins of Ticketmaster Gift
Cards and Reality phones, and allowing attendees
to spend additional time trying out the Reality
•• Emcees called the plays, integrating the Samsung
Reality throughout the event experience – from
demoing the phone to people waiting in line –
to raffling off 10 phones to members of the
winning team
Event Marketing – Overview (continued)
Event marketing is widely considered to be one of the most effective mediums for building purchase
consideration. The optimal time of engagement to relay the true core value of a brand through a
live experience is at least two minutes. The Samsung Mobile dodgeball game provided 3 hours of
consumer/brand interaction, engaging customers in a meaningful way. Consumers were willing to
spend time with the Samsung Reality phone because the dodgeball event connected with them at
the right moment, in the right place and in a manner that felt relevant and enjoyable to them.
The Samsung Mobile dodgeball event resulted in a powerful increase in the depth of brand
differentiation and emotional connection, which in turn accelerates the cycle of conversion and
purchase. The value of this transformation of stakeholders from awareness to commitment to brand
evangelist pays off not only in short-term sales but in long-term loyalty – all strong proof of an
exceptional event ROI.
•• The press was in full attendance, and had the
opportunity to interview Kim Titus, Director of Public
Relations for Samsung Mobile
•• A professional photographer and video team were
also on site, capturing the story for post-event
press opportunities, as well as social media sharing
on Facebook, so attendees could find and tag
themselves, promoting their involvement in the
historic event to their network of peers for additional
brand impressions

BENEFITS
Awareness:
•• 38 live Reality phones were demoed with
participants for 4 hours pre-event (Samsung FMO
Street Team, Influencer Marketing Team, Emcees,
Verizon Wireless booth) and throughout the event
experience—allowed for a targeted marketing
opportunity as key features and benefits of the
phone were demonstrated live
•• 70% of attendees were able to personally interact
with a Samsung Reality phone—creating a personal,
hands-on interaction with the brand
•• 86% of the event attendees did not own a Samsung
phone prior to the event—providing access to a new
group of customers
Event Marketing – KPIs
•• (4) 8’ Feather banners, (1) 12’ x 12’ outdoor banner,
(2) 20’ x 8’ indoors banners, (1) 8’ x 3’ indoor
banner, 300 feet of mesh fencing—promoted the
Samsung Reality with device images, logos, and key
features
•• 16’ x 12’ video screen played footage of the
Samsung Reality—highlighting features and the
value proposition
•• 1,212 Scratch-off cards featuring images and key
features of the Reality distributed to attendees—
serving as a driver to the Verizon store, as well
as the Samsung Reality website. Onsite coupons
for $35 off a Reality were given out to help turn
consideration into purchase
•• 712 attendees left with Samsung Reality branded
t-shirts, countless photos and videos that were
shared to their social networks—creating additional
brand awareness for the Reality post-event
•• Exceptional PR both pre and post event, with a total
of 9,766,310 impressions (discussed in detail in a
separate section of this deck)

BENEFITS:
Consideration:
•• 74% of attendees responded to an event survey
that they would consider purchasing the Samsung
Reality phone (from a survey sample of over 55%
of attendees)
Purchase Intent:
•• 42% of attendees surveyed felt the Samsung
Reality fit with their phone wants/needs and
indicated that they were “Very Likely” or “Likely” to
purchase the phone
•• 55% of attendees increased their attitude/interest in
learning more about the Samsung brand
Advocacy:
•• Attendees who indicated that they were interested
in purchasing a Samsung Reality phone, have a
likelihood of creating an additional 52,688 brand
impressions through positive word of mouth
Time Spent with Consumers:
•• 70% of attendees spent between 5 - 10 minutes
learning about the Samsung Reality phone
Customer Conversion:
•• 86% of attendees didn’t own a Samsung phone
•• Yet 74% left the event interested in purchasing a
Samsung Reality phone
Event Marketing – KPIs
Key Learnings
•• An indoor venue was an excellent choice, as
demonstrated by the rainy weather the day of
the event
•• More Samsung signage outdoors would have
attracted additional foot traffic
•• Additional signage at half-court or gobos would
have increased the branding appearing in
event photos
•• Branded dodgeballs would have added significantly
to the onsite branding, but could not be produced in
the limited time frame
•• A green room area for press would have allowed
the event PR representative to better manage
media requests
Estimated Total Impressions: 3,460,585

Event Marketing – Highlights
This is Chris Thomas. He drove up from
Baltimore, MD to participate in the event!
He updated his FB profile picture to show
him @ the Samsung dodgeball event.
“
Under Samsung’s
sponsorship we set a
new Guinness World
Record for the largest
dodge ball game
EVER! Friggin amazing.
I will forever wear my
Blue Team shirt with
the pride of our victory
over the Yellow Team.
”
“I really like this
phone, what else
do you need in
a phone? It has
everything I need
and more in a
phone. This is
just perfect for
me. Thank you,
Samsung – you’re
the best!!
”
“
A free shirt, a dodgeball, mad
pictures, a dope video, a $50
Ticketmaster gift card and
being part of the Guinness
World Records. I think last
night was a definite win.
”86%of event
attendees didn’t currently
own a Samsung phone
74% of event
attendees responded
that they are now
interested in purchasing
a Samsung Reality
70%of event
attendees personally
interacted with a
Samsung Reality phone

Digital Strategy – Overview
A ROBUST HTML Facebook fan page,
www.facebook.com/samsungreality, was designed
to serve as the hub for all Reality communications,
underscoring the value statement of the Reality as a social
media phone with mobile web capabilities.
ON THE FACEBOOK PAGE, a flash video on the Explore
tab takes visitors through the key features of the Reality
phone, calling out benefits relevant to the target audience
while providing a highly-engaging visual experience.
VISITORS ALSO HAVE THE OPPORTUNITY to learn
where to buy at Verizon, download apps on Samsung
Synchronicity and visit Samsung’s main site.
THE DIGITAL STRATEGY has been supported with
targeted Facebook Advertising, driving page views and
developing an installed fan base for ongoing online
communications.
CONSUMER RESPONSE to the page has been
exceptional, with over 10,000 fans, paying over 50,000
visits to the page in just 90 days. The digital campaign
is ongoing throughout the summer and the Samsung
Reality Fan Page is on track to become one of the most
popular Samsung Mobile Facebook pages of all time.
THE PAGE IS MANAGED DAILY, with the “Samsung
Reality” responding personally to fan comments, “liking”
fan comments, and inviting consumers to participate in
the Samsung Reality brand.

A DEDICATED DODGEBALL TAB was developed
for the Facebook page as a central resource for
providing information, gathering RSVPs and data about
registrants, and generating excitement for the Samsung
Reality Guinness World Record Dodgeball Event.
SHARE FUNCTIONALITY was built into the page,
allowing fans to evangelize the event (and the phone) to
their networks on Facebook, Google Buzz and Twitter.
THE DODGEBALL TAB also features a Twitter feed,
channeling tweets including the event hashtag,
#DodgeThis, as well keywords “Samsung Mobile” and
“Samsung Reality”—encouraging the conversation and
building the brand/event association.
IN THE FINAL WEEK PRE-EVENT, geo and
demo-targeted ads promoting the game were featured
on Facebook, driving attendance and additional brand
impressions for the Samsung Reality.

POST-EVENT, the tab was updated with a highlight
video of the event, hosted on YouTube. The video’s
release was announced on 5.19.10 to Reality
Facebook fans, who were encouraged to look for
themselves in the highly-branded piece. The video’s
embed code was also included in a press release on
the same day. In the one month since it’s release, the
Samsung Reality Dodgeball Game video has been
viewed 25,000 times and published on numerous
news sites and blogs.
THE VIDEO CAN BE SHARED to a variety of social
networking sites including Facebook, MySpace,
Twitter, Google Buzz, and StumbleUpon via widgets
on the YouTube and Facebook locations.

EVENT PHOTOS were also uploaded to the Facebook
page in the days following events—professional shots,
as well as photos taken with the Reality phone that
demonstrated the Reality’s Story Shot and Dynamic
Canvas. Over 100 fans have tagged themselves in
these photos, which now appear in their profiles and
stream—providing exposure to friends, and friends
of friends.

A CUSTOM FACEBOOK APPLICATION, “Reality
Remix”, was also created to increase page stickiness,
encouraging return visits and viral sharing. The unique
application communicates how the Samsung Reality
allows users to tell the “Story of Me.”
Visitors to the Reality Remix tab of the Samsung
Reality’s fan page are asked: “Your Story is your
Reality. How will you tell it?” One click pulls a
mixture of photos and status updates from the
user’s Facebook page, creating a mini-movie set
to fun, energetic music. Users can post it, share it,
or remix it again.
The Remix application is a figurative demonstration
of the Reality’s social media and sharing capabilities,
designed to explain the Reality’s value proposition in
an authentic and memorable way.

Digital Strategy – KPIs
Benefits
The Samsung Reality Facebook Fan Page:
•• Underscored the value statement of the phone as
a social messaging device, while providing access
to potential customers with an embedded interest
in social networking—creating relevance through
targeted engagements
•• Offered the unique value proposition of accessing
potential customers in an atmosphere where they
are receptive to advertising messages and willing to
share finds with friends
•• Was deployed and built awareness quickly and at a
fraction of the cost of traditional advertising or web
development
•• Developed one-to-one connections with
consumers, with access to social profile information
and rich data
•• Allowed consumers to participate in the brand
as a collaborator, sharing the story of the Reality
virally with their friends via social media—creating
additional brand and product impressions
Key Learnings
•• Development of the FBML Dodgeball tab provided
benefits—such as the ability to gather RSVPs and
waivers, as well as emails and demographic data on
attendees—but also compromised some important
functions, like the event showing up in attendees
event feeds and the ability to send direct messages
to attendees
•• Facebook advertising has proven vital to driving
page traffic, and is an important component of any
future Facebook marketing campaigns

Digital Strategy – Highlights

Social Media — Overview
SOCIAL MEDIA was integrated throughout the
campaign, weaving in a Reality key feature while
telling the story of the phone and the World Record
Dodgeball event.
IN ADDITION TO incorporating share buttons on the
Facebook Event tab a comprehensive Twitter plan was
created with relevant copy and posting schedule for
@SamsungMobile to broadcast.
SAMSUNG REALITY web-searching rose by 500%
in the 30 days surrounding the Dodgeball event.

Social Media — KPIs
Benefits
•• Having a strong social media presence further
strengthened the Samsung Reality as a phone
designed for the socially networked
•• Relevant share links and hashtags made it easy for
audiences to promote the Samsung Reality message
in their own way
Key Learnings
•• Social media on the whole was great for
generating the buzz, but privacy controls and user
customization make it difficult to accurately capture
true impressions on status updates and Tweets/
reTweets. For example, several Tweets promoted
the event but not all used #dodgethis.
Estimated Total Impressions:
6,290,000

Social Media — Highlight
Samsung Reality – Dodgeball Game promotion
As part of the guerilla marketing efforts of a Dodgeball Game in
NYC on May 12th for the Samsung Reality phone launch, major
blog coverage and viral exposure occurred on Monday 5/3
when top Social Media blog Mashable.com did a blog post
which resulted in:
662 – Retweets
161 – Facebook shares
This resulted a massive “earned media” reach of 119,606
impressions
Over 74,000 mentions in various blog and news sources in
result of the viral spread of the coverage within Social Media.

The Samsung Reality Guinness World Record Dodgeball Event was publicized broadly,
with a pre-event release announcing the attempt, as well as a post-event release sharing the highlight video.
The event was extremely well-received by the media and the public, garnering publicity in a
number of notable publications and blogs. Writers from the New York Times, New York Daily News and Event
Marketer were onsite, and two players from Sports Illustrated, who participated in the game while filming live
action footage.
A total of 105 media placements with over 9 Million impressions were created by the event, 104 of which
(99%) mention Samsung Mobile, and 91 (87%) making specific reference to the Samsung Reality
Many of the articles gained further traction through online social media sharing—with the article on Mashable
being the most shared—for increased reach and broadened awareness.
Public Relations – Overview

Public Relations – KPIs
Benefits
•• PR releases both pre and post event capitalized on
excitement, building anticipation, while also creating
the opportunity to communicate a major win
•• PR also created consumer awareness of the event,
drawing additional attendees and heightening interest
in the Reality
•• The dodgeball event provided a unique opportunity to
showcase the value proposition of the Reality—as a
conduit to creating and sharing great stories with your
friends. Associating dodgeball positioned Samsung
as a youthful, fun-loving company, building credibility
with the 15-24 year old Reality target audience
Key Learnings
•• Although the video was released on an extremely
quick turnaround (less than 1 week), PR opportunities
during the interim were missed. For future campaigns,
recommend doing a photo release announcing the
win and prefacing the video to capture all media share
•• Providing the embed code to the media outlets vastly
increased exposure for the video. Hosting the video in
one location—YouTube—as an alternative to sending
out actual video files, allowed for tracking of hits

“Samsung has the whole web-meets-world
trend figured out, and its new campaign for
the Samsung Reality phone proves it. Last
week, the company organized a Guinness
World Records-setting game of dodgeball in
New York as part of its latest handset launch.
The result: A memorable, real-world (and
heavily branded) engagement.
”
“The brand smartly extended the event into the online
realm by giving dodgeball game participants access
to Samsung Reality phones – which are being touted
for their social networking capabilities – before,
during and after the event. This enabled participants
to text, take pictures, and share the story of their
record-breaking day with their networks. Thus, the
brand not only extended the reach of the event, but it
also seamlessly demonstrated the phone’s key selling
points. Very nice.
”
Public Relations – Highlights

Public Relations – Highlights
“Samsung wanted a unique way to create buzz
about its new Reality phone, a handset with a
huge focus on social networking. Well, it doesn’t
get much more unique than this.
”
“And to highlight the phone’s social networking
capability, Samsung uploaded a bunch of photos
to the Reality’s own Facebook page.
”
“This event has been created to launch ‘The Reality’
Samsung’s new social networking phone. It’s quite
an impressive advertising campaign.
”
“The idea of marrying the most emotionally scarring childhood
sport to a phone launch is admittedly pretty cool. According to
Samsung, the event is meant to educate users on how the phone
works. The Reality is branded as a social-networking phone.
Regardless of the merits of the phone, we think this is a pretty
novel way to get users acquainted with the sharing capabilities
that it offers.
”
“Mobile companies are becoming more and
more creative in their advertising efforts; enter
the Samsung Mobile Guinness World Record
dodgeball game.
”
“The event was organized and sponsored by Samsung Mobile to promote the
launch of the Samsung Reality phone. This is a great example of how to think
creatively to promote a new product. Samsung knew that this event would
generate a lot of press and wanted to be the name behind it. Check out the
video below and make sure to pick out all of the different ways that Samsung
injected their brand into this event.
”

Radio Remotes and
Sweepstakes – Overview
A RADIO MARKETING PROGRAM combined
remote appearances at the Wango Tango concert in
L.A. and the Fantabuloso concert in Chicago with a
sweepstakes contest in both markets—reaching a
large, targeted audience.
THE HIGH-PROFILE CONCERTS each drew over
20,000 attendees in the Reality’s target demographic.
In the weeks leading up to the events, the Samsung
Reality was featured in over 60 on-air spots in the
markets’ top stations for the 18-24 age group—
Chicago’s 103.5 KISS-FM and L.A.’s 102.7 KIIS-FM—
promoting Samsung’s participation and driving to the
Reality Facebook page to learn more. Samsung Field
Marketing and Verizon Wireless Street Teams were
onsite at the shows—demoing the phones, handing
out scratch-offs for instant wins of Ticketmaster gift
cards and branded giveaways of Samsung Reality
bracelets.
A “REALITY CHECK” SWEEPSTAKES was launched
post-event in both markets, encouraging listeners
to submit the “Realest text message” they’ve ever
received to the stations for a chance to win tickets and
an all-expense-paid trip for (4) four to the Teen Choice
Awards, courtesy of the Samsung Reality. Over 100
radio spots, a full-web page with supporting banner
advertising, and email blasts to over 300,000 listeners
communicated the sweeps—generating excitement
and a call-to-action to learn more about
the Samsung Reality.

Radio Remotes and
Sweepstakes – KPIs
Benefits
•• Utilized an optimal forum for communicating the
Reality message by associating the phone with
things that give the target audience pleasure—music
and events
•• Created a powerful engagement driver for members
of the Reality target demo by leveraging The Teen
Choice Awards—the leading event for teens 14-19
ESTIMATED TOTAL IMPRESSIONS 697,800
“We would highly recommend
the street team work continue
to work events like this in the
future, the overall branding
opportunity for Verizon and
Samsung was excellent.
”
~ Zach Abel, Sr. Field Marketing Manager,
Samsung Telecommunications America“My friends and I had a
great time! Being up
close to the stage, the
variety of stars—we
really enjoyed it!
” ~ Robin John,
LA Sweepstakes Winner

Radio Remotes and Sweepstakes – Highlights
“Amazing experience at Fantabluloso,
everything about it was great, spent
time with my friends, music was cool,
I love this station!!!
”
“The artist lineup is sick,
captured photos on my
phone…and enjoyed
playing with the
Samsung phone
”
“Fantabuloso was
the concert event
of the spring!
”

Radio Remotes and Sweepstakes – Highlights
“The Headliners were
awesome, KISS is still
working it! The concert
had breakout stars, a
great time all around!
”
“Suuuucchhh an amazing night!!
”
“I loved it! My
first concert and
it was right after
the day of my
birthday! Soooo
happy!!
”

Mall Advertising – Overview
MALL ADVERTISING in the LA, Chicago, New York
and Atlanta markets is planned for July, August and
September. The selected malls were targeted based
on the presence of a Verizon Wireless store—allowing
for mass exposure to the Reality consumer, with a
call-to-action to purchase the Reality today.
Each mall will feature multiple posters, located at the
highest traffic locations to intercept shoppers at every
step of their visit. The placement has been optimized
to reach shoppers an average of 5.8 times per visit.
An ad network of 6 to 10 ad-faces will allow the Reality
to dominate the mall, with strategic visibility throughout
the venue concourse, in the food court, near transit
stops and in parking structures.
The posters will be refreshed each month with new
content, highlighting a unique feature of the Reality,
keeping the campaign vital throughout the summer
and back-to-school seasons.

Benefits
•• Reaches the target demographic where they
socialize with friends, are unhurried, and are
in the shopping frame of mind
•• Highly effective for Teens 12-17:
•• 3.9 mall visits average per month
•• 68% stay over 2 hours
•• 28% stay at least 3 hours
•• $75 spent on average at the mall per visit:
•• 56% spend $50 per visit
•• 29% spend $100 per visit
•• 95% notice mall advertising
•• 66% pay special attention to posters advertising
products sold at the mall
•• 5.8 exposures per visit when utilizing a network
of posters
•• High return on investment, generating an impressive
number of eyes-on impressions for a reasonable
price
ESTIMATED TOTAL IMPRESSIONS 334,372,530
Mall Advertising – KPIs

Poster on display
Influencer Marketing
4” X 6” Back to Back Postcard
Postcard during pre-premotion
11” x 17” Poster
T-shirts

Event Marketing
Outside Dodgeball Fly Banner 12’ x 12’ Outside Dodgeball Banner
8’ x 3’ Inside Dodgeball Banner

Event Marketing
Inside Reality Fly Banner
Reality Scratch Card
20’ x 8’ Inside Reality Banner
20’ x 8’ Inside Reality Banner

Samsung Reality / Verizon Booth Signage Samsung Reality / Verizon Booth Signage Samsung / Fantabuloso 8 x 2 Banner
Samsung / Wango Tango Booth Banner
Radio Remotes and Sweepstakes
Samsung Reality Bracelet
Samsung Reality Bracelets SignageJumbotron Sign

Mall Advertising

Thank You
Jessica Legg | Senior Account Manager
360.397.9051
jlegg@thepmgco.com

Samsung: Reality Non-Traditional Marketing Campaign (Campaign Strategy, Development, Execution)

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