Cannes Lions

TV

JACK MORTON WORLDWIDE, New York / SAMSUNG / 2011

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Overview

Entries

Credits

Overview

Execution

March 9, 2010: Samsung drove a 100+ attendee press conference announcing Samsung 3D TVs globally and exclusive 3D movies from Dreamworks Animation.March 10, 2010: the team topped its previous news by orchestrating the biggest event in Times Square history, outside of New Years Eve. The day included:• Flash performances by street teams symbolizing the liberation of content.

• Surprise concert by The Black Eyed Peas in Times Square—filmed by James Cameron, in 3D — brought the concept of content liberated to life.

• VIP fashion show event where The Black Eyed Peas and Cameron hosted media and celebrities.

Outcome

• More than 2.4 billion impressions during March 8 – 12, 2010• More than 4,000 media placements in every major, global market• Estimated ad value of more than $32,066,122• Secured positive media placements in top outlets: Newsweek, People, The Korea Times, BBC, MTV, Telemundo and more.• More than 7,000 individual tweets by consumers.Market success: • Samsung was first to market and owned the concept of the 3D LED TV.• Most successful launch in Samsung history.• Elevated Samsung as a global leader in home entertainment and 3D by gaining the endorsement of key influencers.

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