The ‘WE ALLSHARE’ film explores the universal theme of sharing across different cultures from all over the world. Shared traditions. Shared memories. Shared communities and earthly elements. Capturing real human moments everywhere from the Indigo City in Morocco to an underground nightclub in Berlin to hot springs in Iceland, the film is beautifully visual and cinematic with no dialogue. The viewer is left with the idea that the more we share, the more connected we become.

Our media team wanted to ignite a global sharing conversation and develop a narrative that gave the CES audience a rich, dimensional experience.

To create intrigue before CES we used print, digital seeding, posts from Samsung owned social channels, and PR outreach to drive traffic to weallshare.samsung.com and to draw attention to a trailer that teased the We AllShare film.

Throughout the campaign, www.weallshare.samsung.com housed the ‘WE ALLSHARE’ trailer, live event and short film and invited people to become a part of the global conversation of 'What does sharing mean to you?' by hash-tagging twitter and Instagram photos with #weallshare. Visitors to the site could also explore a dynamic map full of other submissions.

Before and after the Live Event, we used the controller and screen-stage display for a fun interactive opportunity for CES visitors to play with AllShare.

Headed into CES, we had a limited paid media budget and our media team only projected our campaign to tally 500,000 trailer views. However, between January 7 and January 11 our campaign far exceeded expectations:

• 1,554,600 trailer views on YouTube in four days.

• 61,229 unique visits to the site.

• 502 Twitter and Instagram #weallshare.

• Top Ten viral video of the week, according to AdAge

• YouTube recorded over 920 likes and comments.

• 2.5 million PR generated impressions.

• 16 Samsung markets participated in the program.

• An estimated 105,000 people visited the AllShare booth over the 4 days.