Zoolander 2 partnership consisted of:

- In-film integration

- Zoolander 2 Premiere: The red carpet was turned into a fashion runway and Galaxy Owners were given exclusive front row access to a surprise fashion show featuring the cast, red carpet arrivals, and the film screening.

- Samsung Selfie Station - Red carpet stunt with Billy Zane to encourage celebrities to take selfies with him and Samsung would make a donation to the Center for Children Who Can't Read Good (Ben Stiller Foundation). 200k was raised.

- Retail Promotion: Purchase a Galaxy S6 or S6 edge and get entered to work it at the Zoolander 2 premiere in NY as the official fan correspondent for Entertainment Tonight.

- Zoolander School of Modeling Powered by Samsung: Exclusive immersive modeling-themed experience at the Grove LA from February 11-15th. Consumers journeyed various model training stations, which taught important modeling skills using Samsung products.

January 15 – January 30, 2016

• Retail Promotion – Purchase a Galaxy S6 or S6 edge and get entered for a chance to work it at the Zoolander 2 red carpet premiere as the official fan correspondent for Entertainment Tonight

Feb 9, 2016

• Zoolander 2 Premiere and Surprise Fashion Show – Galaxy Owners were given exclusive front row access to the surprise fashion show prior and access to the screening

• Samsung Selfie Station Stunt – Hosted by Billy Zane on the red carpet to benefit the Ben Stiller Foundation. Celebrities who participated included Will Ferrell, Jennifer Aniston, Ben Stiller, Skrillex, Susan Sarandon, etc.

Feb 11-15, 2016

• Zoolander School of Modeling Powered by Samsung – Held at the Grove in LA and featured Blue Steel Selfie Station, Samsung’s Elite Model Lingo Training, Model Walk-Off, and Model Graduation

Samsung was able to effectively leverage the film’s brand equity for an overwhelming win. Ultimately we were able to organically distribute our key messages to consumers through moments integrated with franchise assets that engaged consumers strategically across channels to drive brand identity, awareness, loyalty and consideration.

The partnership generated:

• 3.3 MM media impressions

• 26,3223 device interactions

• 4,664 foot traffic (at School of Modeling)

• 5.6 Device Engagement Ratio

Better yet, we were able to considerably impact consumer sentiment and perceptions:

• 63% said partnership lifted their perception of Samsung being ‘unique’, ‘dynamic’, and ‘cool’.

• 77% said the partnership improved their opinion of Samsung

• 56% said Zoolander 2 partnership positively impacted their interest in purchasing a Samsung product