Samsung set out to increase their presence and share within the HDTV market. Knowing more HDTVs are sold before the Super Bowl than any other time, Samsung aimed to engage fans by surrounding them with ways to get closer to the action. Insights into the typical NFL fan revealed - they’re passionate and expressive about the sport and seek outlets to share their opinions from shouting it out in the stadium bleachers to calling into a sports radio talk show. Leveraging this knowledge, Samsung developed an innovative new way to let fans tell players and teams exactly what they think.