Cannes Lions

FOX Sports 5G View powered by Samsung MLB Postseason Campaign

FOX, New York / SAMSUNG / 2021

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Overview

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Credits

Overview

Background

In creating the Samsung 5G View app, FOX’s objective was to build a unique experience for fans while demonstrating the power of 5G-enabled Samsung devices, elevating Samsung above the traditional ad buy. The app, exclusive to Samsung devices, enabled fans to control the action with five interactive camera angles. FOX Sports aimed to maximize exposure and drive downloads of the app via social posts throughout the Postseason and during broadcasts of the biggest games of the MLB season.

Idea

With the 5G View experience transforming the way fans watch baseball highlights, FOX Sports created a 360-degree program for Samsung that included custom executions, access to MLB IP rights, and the use of best-in-class FOX Sports talent. Creative to complement the groundbreaking app centered on MLB on FOX talent Kevin Burkhardt and Frank Thomas showcasing the interactive camera angles as well as key features of Samsung 5G-enabled devices. The highly-produced co-branded spot featuring Burkhardt and Thomas was refreshed throughout its flight with new highlights, making it contextually relevant and exciting for fans, keeping Samsung and 5G View top-of-mind for fans across the Postseason.

Strategy

While the 5G View app provided value for fans who were eager to consume the game in new ways, it also served to elevate Samsung beyond standard sports branding. 5G View connected the most dedicated fans directly with Samsung, engaging them in-game and in-app. To drive fans to the app, FOX Sports implemented a strategy spanning digital and linear channels. Custom digital features posted on @MLBonFOX social accounts featured talent using 5G View while integrating brand mention, set branding, and social copy. Custom linear executions touted how Samsung 5G View was changing the game, featuring highlights from multiple 5G View angles with a custom call-to-action encouraging viewers to download the app. An in-game custom billboard with device animations teased the interactive experience while talent VO informed fans where they could download the app, and FOX Sports also secured publicity for 5G View in Sports Business Journal, SportTechie, and other outlets.

Execution

FOX Sports aligned the 5G View app launch with the beginning of the NLCS to run through the World Series. Given the nature of the app, it was important to sync with the highest-leverage moments of the season. The co-branded spot aired 74x across the FOX portfolio in highly viewed placements to maximize the number of fans being driven to the 5G View App. It was posted to @MLBonFOX Facebook, Instagram, and Twitter handles, which total 2 million followers, and the digital extensions were also distributed via FOX MLB accounts. In terms of the environment in which the content lived, the NLCS ranked in the top 5 among primetime entertainment during its season, and Game 7 of the series between Los Angeles and Atlanta delivered the best rating for an LCS game on any network since 2017. The World Series earned the top primetime entertainment ranking in its season.

Outcome

The NLCS and World Series on FOX provided an excellent environment for the Samsung 5G View experience. The digital in-studio pieces promoting the app and Samsung devices recorded nearly 2.4 million views during the NLCS and 1.5 million views during the World Series. The pregame call-to-action, custom animated billboard, and device animations all aired in the broadcasts that recorded millions of viewers. Compared to Samsung ad norms, TV Brand Analysis determined that the co-branded spots achieved an outstanding 329 Brand Memorability index among the crucial 18-49 demographic. TVBE also reported a 300 Ad Likability index and a 300 Brand Opinion index, indicating the percentage of viewers that had an improved opinion of Samsung as a result of the spot. The 5G View app gained over 5,300 users throughout the Postseason, with thousands more clicking who were unable to download due to Samsung device exclusivity.

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