Producing a flash football match in the middle of London’s busy Victoria Station – plus hosting a live, interactive product showcase after the match – is no easy task. Many permits must be acquired, insurance navigated and legal considerations vetted – and that’s on top of everything that goes into actually producing a successful flash event that will surprise, delight and engage.

Given that we wanted to distribute video from our ‘Flash Kick’ event globally, we had to ensure the content could translate across borders and cultures, following all necessary regulations. Our human insights, digital content approach and strategic use of Samsung’s paid, owned and earned properties, not only adhered to each country’s regulations, but brought meaningful branded experiences to consumers around the world.

To engage people globally, we leveraged the universal language of sports: conceptualising and producing original branded experiences that could resonate beyond borders. We embraced the key passion of sports to ensure the Flash Kick event and video were something consumers would want to watch. The football pitch overtook a large part of Victoria Station, drawing attention, and the event itself was entertaining, unexpected and had a ‘wow’ factor that drew crowds. Then, we made sure the event video was findable and shareable to drive scale (online, across social platforms and strategic media placements driving views and conversation).

By changing the conversation, we changed the game.

The Project Teamwork platform was one of ESPN’s biggest global digital series, delivering over 10m video views thus far. The Flash Kick video alone has garnered over 7.5m views.People who engaged with Project Teamwork content said Samsung products were innovative and relevant to their lifestyle and passions. Nearly 40% of respondents said they prefer Samsung significantly more after watching. “It's only fitting that a great series like this is done with a great phone”, said one viewer.Over 25% said they were more likely to purchase a Samsung product after viewing Project Teamwork – twice the Samsung norm.Of the estimated tens-of-thousands of those who were at Victoria Station during the event, many boasted on Samsung’s social platforms: “I WAS THERE!” Those who were not at the event wished they could be, to connect and collaborate with the athletes and devices: “Wishing I was there filming with my own Galaxy Note!”. Many others appreciated the fun, unexpected nature of the event’s video: “Puts a smile on my face. Good job Samsung!”.Awesome results in any language.