The #TogetherWeRise campaign was executed through a tight collaboration between Samsung, the Miami Heat organization and LeBron James. The photos of LeBron serving as the foundation for the mosaic were shot on site at the Miami Heat arena, and then converted to mosaic form with the help of a vendor specializing in photo mosaics. We then developed the video billboard that would play on the exterior of the Heat arena on opening night, and designed the website where participants could explore the mosaic, find their selfie within it and share the experience to social.

In just two days’ lead time before the Heat’s opening night, over 10,000 LeBron fans posted selfies with #TogetherWeRise to be part of the video mosaic. In that same two-day period, over 14,000 mentions of Samsung and LeBron occurred in social. On opening night when the mosaic launched, Samsung shared a key image of it on Facebook and it received over 250,000 likes. This campaign was all about activating a community and generating social buzz around the brand using NBA opening night as our inflection point. The numbers demonstrate that we successfully engaged our target audience in a short period of time, and delivered against our goal.