Instead of coming up with a new TV commercial, we decided to carry out an integrated promotion campaign using the most commonly used mobile device – smart phones.

By using smart phone application "Gold Rush", consumers could collect Smart Medals hidden in Samsung ads and receive various prizes according to number of medals they’ve collected. The Smart Medals were hidden in every existing Samsung ads. They were on TV, newspapers, streets, internet and even on the posters of collaborating companies. Ads for twelve individual brands on a wide range of media became the targets for the consumers and various Samsung ads were accumulated through “Gold Rush” application. And naturally, the consumers were exposed to Samsung brands just by participating in the game.

The result was incredible. Throughout the 17 days of London Olympic Games, a total of 100,000 people participated in the promotion and 840,000 purchased Samsung products. Over 10,000 articles featuring the “Gold Rush” Campaign were posted on various news and personal blogs, creating a huge buzz. Also, consumers could enjoy the summer just by participating in the “Gold Rush” campaign with their own smart phones

why not sublet?

Only 5 seconds out of every 15-second TV commercial, 10% out of every print ad…

This is how the world’s very first ‘Sublet Advertising’ started. Sublet marketing campaign, “Gold Rush!”

In this promotion, Samsung Smart Medals would be exposed by borrowing small parts of media that have already been purchased by Samsung. Using smart phone application, the participants collect Smart Medals and according to his or her ranking, can receive a prize - a total of 1,000 hottest Samsung products.

We applied the same scheme on other brands, on-line portals and even a trendy fashion street of Gangnam. People went crazy both on and offline, searching for Smart Medals. By creating a brand new usage of media, all of us could “win-win”!

Throughout the 17 days of London Olympic Games, a total of 100,000 people participated in the promotion and 840,000 purchased Samsung products. Over 10,000 articles featuring the “Gold Rush” Campaign were posted on various news and personal blogs, creating a huge buzz. A total of 20 million Smart Medals were issued and scanned 5,120,000 times via smart phone application. The result is equivalent to 5 million times of 15-sec TV-ad exposure.