In our Touch The Speed game, players raced around the Netherlands, navigating speed cameras and taking obstacles such as bridges.The prize for the highest score? A real Jetflight.We’d mounted a high-speed camera on a Mercedes ML and driven it around Dutch highways. A 'making of' video was put online, part of the rich additional content created around the game.The game itself was seeded across the web, on famous blogs, game portals and social networks. Facebook users could challenge their friends to improve on their score. Phone retailers also embedded the game on their own mini-sites – and we offered a jet flight as a prize to them, too, for the store with the most sales to push sales.We complemented the campaign with ads across all media, and partnership with the ultimate 'boys toys' TV show, Top Gear, broadcasting live from the Netherlands for the first time.

Touch The Speed games and videos were everywhere. The game was played over 200,000 times. The videos were watched over 200,000 times.

Jet content – including footage of the winner’s jet flight – turned up on many blogs, YouTube and its Dutch equivalent, Dumpert.

Equity and TOMA scores were extremely strong amongst those who played the game, exceeding all other media KPI’s. (e.g. ‘HEAVY TV frequency’ + ‘Jet gameplay’ exceeds from 71% to 83% regarding brand awareness!)This all translated into strong launch sales, which beat expectations, and Samsung recognised the Dutch launch as its most successful European sales campaign.