The campaign comprised multiple technologies, provided by several disparate companies, culminating in a bespoke, compound technology, invented and installed by rolling teams of engineers in only 6 weeks time. This technology layered stereoscopic 3D imagery, stereoscopic projection systems, proprietary software and engineering workflow, audience motion capture cameras and computer technologies, all dovetailing with the existing satellite digital cinema distribution platform.

Samsung spent nearly 10% of their total campaign budget for this massive launch on this specific in-theater campaign. Therefore the expectation of performance, innovation and impact was enormous. In this case, the audience games campaign delivered. Total unaided brand recall of the campaign was 65% and aided 82%, in a third party exit poll. 66% of respondents who played Audience Games liked it, 72% agreed the game was fun and 88% said it kept their attention.

With significant press coverage, special live launch events, over 150,000 actual game participants in 53 theaters and over 40 markets resulting in over 200,000,000 total impressions over a two-month period, this campaign for the Galaxy S3 launch marked the largest single in-theater campaign in history.