Cannes Lions



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To launch Samsung’s first-to-market 3D LED TV, Samsung’s public relations efforts took centre stage. The result was the start of a movement.To persuade consumers 3D technology is the biggest change in the TV industry since TVs moved from black and white to colour, Samsung brought its 3D LED TV to life physically. They staged a surprise performance by The Black Eyed Peas in Times Square that was filmed in 3D by renowned director James Cameron.Samsung then used the performance to drive an integrated campaign that ranged from experiential marketing on the streets of New York; billboards around the city; TV, radio and online advertising; and social media buzz through Facebook and Twitter; plus significant reporter and blogger engagement through a press conference, concert attendance, executive interviews and the influencer event.

The result was a series of news announcements that created buzz from technology outlets to entertainment TV shows and reached more than 2.4 billion media impressions worldwide.

The effort not only created a public spectacle second only to New Year’s Eve, it a kicked-off a worldwide consumer awareness campaign, created new 3D TV content, and showcased highly influential entertainment industry support for Samsung’s 3D TVs.


Liberating the Black Eyed Peas’ Times Square performance was a centerpiece for the global launch’s integrated marketing efforts at every level: • Out of Home Advertising: Five video billboards in Times Square featured custom-created Samsung 3D animations and live streaming of the performance, while four advertising wrapped buses traveled the city.• TV Advertising: The announcement also drove coverage for an attention-grabbing TV commercial.• Retail Support: James Cameron’s filming created more 3D content for Samsung TV displays.• Experiential events: Branded B-Boys and a celebrity-studded after-party with a multi-screen 3D cube encouraged media and influencers to experience Samsung 3D personally.• Social Media Buzz: Facebook and Twitter drove fans to watch live online, while thousands tweeted.• Media: A press conference before the event and assurances The Black Eyed Peas would deliver key messages in interviews, dramatically broadened news opportunities and deepened the message delivered.


The results surpassed all Samsung’s goals.

More than 2.4 billion impressions were delivered, and the PR team generated traditional and social media coverage with more than 4,000 media placements in every major global market, including outlets such as Associated Press, The New York Times, Newsweek, People, The Korea Times, The Guardian, Frankfurter Allgemeine Zeitung, BBC, MTV, Telemundo and more.

During launch week, Samsung 3D TVs were featured on Good Morning America, CNN International, and in thousands of stories and thousands of individual tweets viewed by consumers.

Most of all, Samsung gained the endorsement of key influencers, taking leadership of the 3D TV movement. As James Cameron remarked on stage at the performance, "When you look back 10 years from now, you will be able to say, 'I was there. I was there in the centre of the whole wide world when the future began.’ Right here, tonight".

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