Samsung SlideLiner was developed as a means for Samsung to showcase their innovation credentials amongst sports fans at live international sporting events, and as a metaphor for communicating the immersive viewing experience of Samsung’s innovative Curved TV range.

SlideLiner was a 4-person ‘couch’ mounted on an 80m purpose built track positioned on the sideline at international rugby games, that enabled fans to remain parallel to the gameplay and stay immersed in the action.

Nothing like SlideLiner had ever existed before. The project required the design and build of an entirely new type of vehicle from the ground up, including the track.

It utilised an array of technological features, aiding performance, comfort, and safety. Its complex track system utilised a custom-built steel winch to propel the vehicle. Computers monitored the winch speed, and other operational aspects, which were monitored by technicians who controlled SlideLiner remotely. SlideLiner's remote control station was hardwired into the track, enabling the remote monitoring of safety features, including visually displaying the status of every element, giving the driver full vehicle overview.

Other safety features included custom-built laser light curtains that provided an invisible barrier that shut down operation if breached, as did seat belt sensors if undone.

On-board, SlideLiner was a masterpiece of real-time social connectivity. Each seat had its own tablet with custom Samsung SlideLiner application enabling users to select from the 4 on-board cameras. Each camera was connected to a Vidiu streaming box that delivered the content across a local network to a media server and broadcast to the tablets, allowing users to switch between feeds and capture and share content.

All content was then streamed to the Samsung “blue room” – an operations center beneath the stadium – to moderate, select and amplify the content across affiliate social channels and TV networks.

Samsung SlideLiner was an overwhelming success from a campaign perspective. It generated 38x return on investment, generated earned media in excess of $101 million, delivered a 6% increase in TV volume share and helped Samsung retain their No 1 position as the most preferred TV brand in Australia.

As such, it is being considered for international markets, across numerous sports and beyond, with added functionality and in-built technology.